A study on segmentation of online shoppers of Anand and Nadiad: A behavioural segmentation approach

Segmentation plays a very important role for marketers for targeting their prospective customers and positioning their products. Demographic segmentation has been used extensively in past. But due to severe limitations of demographic segmentation, marketers are using behavioural and lifestyle segmentation coupled with demographic segmentation. In the present study, 400 online shoppers from the cities of Anand and Nadiad were administered a questionnaire and 3 meaningful clusters were identified. The three clusters are as follow: price conscious shoppers, product involvers, and convenience oriented shoppers. All three clusters exhibited different behaviours and hence can be grouped in to different segments.