Comprehensive Analysis of Exclusive Brand Store Customer in Indian Market

Kureshi Sonal, Sood Vandana and Abraham Koshy

No WP2007-08-02, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: Segmentation classifies customers into groups which enables the retailers identify their target segment and provide the desired value. This paper is an attempt to group the customers and generate a profile of the revenue generating customer by identifying significant differences across lifestyle, demographic variables and information search. For this study, a scale for measuring the attitude, interest and opinion (AIO) for profiling the consumers of a single brand store is, specifically developed and tested for reliability. Implications for retailers are drawn and future research directions are indicated. Significant differences were found between different groups on their attitude, interest and opinion dimensions. The purposive and the purposive patrons were far more appearance conscious than the browsers. There was substantial difference in the product and quality expectations between browser and the purposive customers. The purposive and purposive patrons wanted to remain slim only for the sake of appearance and looks. So far, little work has been done towards segmenting the Indian consumer in the context of retailing which is available in the public domain. The results of this study have direct managerial implications. It would be helpful in planning and formulating the retailing mix. A detailed profile of their revenue generating customers would be useful for the conversion of footfall to sales by customizing its offerings.

Date: 2007-08-02
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