SEGMENTATION OF SHOPPING MALL SHOPPERS: A CLUSTER ANALYSIS APPROACH by Dr. Shailesh K. Kaushal and Ram Komal Prasad
By: Global Vision Publishing HouseSingle Issue
Single Issue
- SEGMENTATION OF SHOPPING MALL SHOPPERS: A CLUSTER ANALYSIS APPROACH by Dr. Shailesh K. Kaushal and Ram Komal Prasad
- Price : 200.00
- Published on June 1, 2013
- Global Vision Publishing House
- Language - English
- Published na
About this issue
Shopping malls contribute to business more significantly than traditional markets which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce consumers providing enough time to make choice as well as recreational means of shopping. In the present market, there are heterogeneous types of customers. In this era of intense competition, it has become difficult for the companies to retain loyal customers as well as to satisfy each and every one of them. The alternative solution left with the organization is nothing but to search for specific segment where its service can become more popular and suitable. The process of market segmentation helps to identify the particular market segments, so that marketers can offer them the services according to their needs, preferences, liking and disliking. In this present study, an attempt has been made to group consumers into different segments so that the organization can deliver services according to the needs of customers belonging to a particular segment. This study is based on a sample 157 respondents drawn from Lucknow city of Uttar Pradesh. Advanced multivariate cluster analysis used to accomplish segmentation of shopping mall behaviour of consumers based on a mix of variables comprising demographics, psychographics and behavioral characteristics. The analysis identified three meaningful segments of the market are Quality conscious, Price conscious and Recreational conscious.
About SEGMENTATION OF SHOPPING MALL SHOPPERS: A CLUSTER ANALYSIS APPROACH by Dr. Shailesh K. Kaushal and Ram Komal Prasad
Global Journal of Business Management Vol. 4 No. 2, December 2010