Classification of Online Shoppers: A Behavioural Segmentation Approach

Growth of online shopping across the globe and in India has necessitated research in motivations of consumers as well as in better segmentation so that marketers can target them more effectively. This paper is an attempt in the direction and uses behavioral segmentation (product basket based segmentation) to identify segments of online shoppers. K means clustering was used to arrive at segments. We could identify two such groups and thereafter established the demographic profile of these two segments for better and easy segments.