Psychographic Segmentation of E-Retailing Consumers for Electronics Goods in Kolkata

Consumers, especially e-retailing consumers are too diverse in their psychological behavior. This paper provides a framework to identify Psychographic Segment of e-retailing consumers for Electronics Goods in Kolkata. In the present paper, psychographic segmentation of respondents has been made, based on the expected service statements towards various aspects of e-retailing service provided by different websites. This study used 37 variables, collected on consumer expectation basis for e-service quality measurement. A k-means cluster analysis revealed eleven psychological market segments and classified the respondents into different groups on the basis of their psychographic tendencies and identified psychological variables to provide additional information about these to enhance the understanding of the behavior of present and potential target markets [14]. This study explores e-retailing consumer segments in Kolkata based on their expected e-service quality response. That can be used by the e-retailers for targeting e-consumer market. A survey of 437 online e-shoppers revealed eleven categories of e-consumers and they are named according to their psychological characteristics. A structured non-disguised questionnaire was administered and responses were measured on the basis of eleven-point Likert scale.