Retail Patronage Behaviour and Shopper Segmentation- A study Among Shoppers of Organised Retailers

Abstract

Researchers have always been fascinated by the nature of continuous interaction between the retailers and their consumers and have tried to propose various shopper typologies. These typologies kept changing from country to country and region to region. This study attempts to understand the demographic profile of the shoppers of organised retailers, the major influen cers for a shopper to shop and has segmented the shoppers based 011 their orientation tawards purchase act. The data for this study was collected using shop intercept survey using a structured questionnaire administered among a representative sample of retail outlets and consumers in Kera/a. Factor analysis was carried out on 450 valid responses which generated 13 fa ctors. Further, to segment the shoppers, K - means cluster analysis was utilized. The final analysis identified three important clusters - Grocery Shoppers, Purposeful Shoppers and Fun shoppers. Based on the findings, the study draws implications for merchandising, pricing, store format and suggests that the retailer can look forward for formats that appease all the three segments in order to be successful.