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https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/8589
Title: | Segmenting Consumers in Food and Grocery Retail |
Authors: | Sreelata N. V. Narasimham |
Issue Date: | 2016 |
Publisher: | Indian Journal of Marketing |
Abstract: | This study was conducted for identification of the factors in consumer behaviour in retail buying, to identify the elements of pricing that influenced consumers, and to identify important non-pricing factors with respect to buying of groceries and consumer goods like staples (atta, rice, cooking oil, sugar, and so forth), personal care and toiletries (oil, shampoo, soaps), and fruits & vegetables. These items constitute a major part of the monthly grocery requirements of consumers, which is a part of food & grocery retail. The paper tried to ascertain the dimensions on which consumers can be segmented on the pricing factors. A survey of 450 households in Delhi & Faridabad found three clusters which have different characteristics. The study makes suggestions to retailers on the basis of the findings of the study. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8589 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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Segmenting Consumers in Food and Grocery Retail.pdf Restricted Access | 3.33 MB | Adobe PDF | View/Open Request a copy |
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