Segmentation of Indian shoppers based on store attributes
by M. Hemalatha, V.J. Sivakumar, G.S. David Sam Jayakumar
International Journal of Business Innovation and Research (IJBIR), Vol. 3, No. 6, 2009

Abstract: Different groups of consumers believe that different store attributes are important. Therefore, store attributes appears to be a promising market segmentation criterion. In this sense, the present work focuses on store attributes as a possible criterion to segment the shoppers. It starts by analysing the importance of consumer segmentation to the retailers. After reviewing the literature of market segmentation, we performed a segmentation analysis of clothing and apparel shoppers in India. First, a hierarchical cluster analysis was carried out, and then k-means cluster analysis identified three meaningfully differentiated customer groups. Further, a classification tree analysis was performed to identify the store attributes that differentiated the clustered groups. Finally, three clusters of Indian shoppers, namely, economic shoppers, convenient shoppers and elegant shoppers are identified. Main conclusions and its implications for retailing management are pointed out. Our concern in this paper is to understand the Indian shoppers and segment them based on the shopper's perception on store attributes.

Online publication date: Fri, 17-Jul-2009

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email