Using observation research for segmenting shoppers
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Date
2005-10-26Author
Sinha, Piyush Kumar
Uniyal, Dwarika Prasad
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This study uses observation of shopping behaviour as a method for developing shopper segments. Shoppers were observed at
different stores and based on the behavioural cues they were classified into six segments. The study generated some segments that
were similar to earlier studies based on attitude or psychographics. In addition, it identified new segments. More importantly, the
study proposes an alternative basis and methodology for segmenting shoppers. The study also found that the segments were
differentiated largely on the basis of the type of products the stores sold and the format of the stores. The study suggests that in an
evolving market situation where the manufacturers’ brands constitute a major portion of the merchandise, a store could add value
through store format design to create differentiation in the market place and mould the behaviour of the shoppers to its benefit
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