Psychographic Segmentation of E-Retailing Consumers for Electronics Goods in Kolkata
Journal Title: International Journal of Management, IT and Engineering - Year 2017, Vol 7, Issue 4
Abstract
Consumers, especially e-retailing consumers are too diverse in their psychological behavior. This paper provides a framework to identify Psychographic Segment of e-retailing consumers for Electronics Goods in Kolkata. In the present paper, psychographic segmentation of respondents has been made, based on the expected service statements towards various aspects of e-retailing service provided by different websites. This study used 37 variables, collected on consumer expectation basis for e-service quality measurement. A k-means cluster analysis revealed eleven psychological market segments and classified the respondents into different groups on the basis of their psychographic tendencies and identified psychological variables to provide additional information about these to enhance the understanding of the behavior of present and potential target markets [14]. This study explores e-retailing consumer segments in Kolkata based on their expected e-service quality response. That can be used by the eretailers for targeting e-consumer market. A survey of 437 online eshoppers revealed eleven categories of e-consumers and they are named according to their psychological characteristics. A structured non-disguised questionnaire was administered and responses were measured on the basis of eleven-point Likert scale.
Authors and Affiliations
Prof. Biswajit Roy
Keywords
Related Articles
- EP ID EP18673
- DOI -
- Views 260
- Downloads 20
DETERMINANTS OF EXPORT POTENTIAL FOR VIETNAM RICE PRODUCT
Exports are increasingly becoming more important to the success of the Vietnam economy and companies. Depending on company's level of resources, objectives and product competitiveness, the number of foreign markets to...
A Comparative Study of ICN Routing Protocols
Information delivery such as P2P or video streaming over the internet has invited the redesigning of routing protocols to be of the information centric in nature. A new kind of communication network with a massive emph...
Inclusive Business Innovation: Improving Productivity of Brass Handicraft Industry
This paper presents analysis of a problem that concerns primarily the brass artisans of Moradabadand its plausible solution. The brass work of Moradabada town in the state of Uttar Pradesh, India is a dying art and is...
A FUSION BASED COOPERATIVE SPECTRUM SENSING DETECTION TECHNIQUES
Recent advances in communication technologies and the proliferation of wireless computing and communication devices make the radio spectrum overcrowded. However, experiments from the Federal Communication Commission (F...
slugHANDLING OF SYNCHRONIZED DATA USING JAVA/J2EE
This paper proposes use of a Vector Data Structure mechanism for Human Resource Management System over the Web Application. Array is the static memory allocation. It allocates the memory for the same data type in seque...