Clustering Shoppers By Mall Experience For Emerging Indian City
India is undergoing drastic transformation in its organised retail sector. Followed by Tier 1 cities, Tier 2 cities are also witnessing an upsurge in retail malls, owing to the burgeoning middle class, growing income levels and a more accommodative attitude towards modern shopping formats. Howeve...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2016
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36673/1/aamj21022016_3.pdf http://eprints.usm.my/36673/ http://web.usm.my/aamj/21022016/aamj21022016_3.pdf |
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| Institution: | Universiti Sains Malaysia |
| Language: | English |
| Summary: | India is undergoing drastic transformation in its organised retail sector. Followed by Tier 1
cities, Tier 2 cities are also witnessing an upsurge in retail malls, owing to the burgeoning
middle class, growing income levels and a more accommodative attitude towards modern
shopping formats. However, due to increased competition and relatively lower population
in these cities, the malls are ending up eating each other's footfalls. Therefore, it is highly
imperative for mall managers to ascertain features that would differentiate them from their
competitors. The objective of this study is to segment and profle shoppers based on their
orientation towards different factors associated with an organised retail using hierarchical
and non-hierarchical clustering techniques. Two segments were identifed through the
analysis. Each segment was profled in terms of mall attractiveness characteristics,
demographics and behavioural factors. Results of both hierarchical and k-means cluster
analysis suggests two prominent groups among shoppers, namely relatively higher aged
service class people and young students. Constituents of these segments also reveal distinct
patterns. The younger segment pays more importance to variables like mall events and
promotional schemes being organised by malls and/ or retailers. There is less impact of
these variables on aged service class segment. This study is a useful contribution to the
existing body of knowledge on management of shopping malls in India and is unique in
terms of its focus on consumers' in tier two Indian cities like Raipur. This enables retail
managers to prepare suitable retailing policies and strategies to cater to each segment. |
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