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Segmentation
on Shopping
Behavior
Case Study Reference
Pantaloons , IIMA Case report 2012
Presented By: Rajeev Kumar Sahil...
INTRO
Segmentation is a more focused subset of market
segmentation that identifies and analyses the specific behavioral
pa...
WHY
people
Buy?
WHAT
motivates
Them?
• Self Esteem
• Need
• Want
• Loneliness
• Affection
• To try
something
new
BUYERS PERSONA
• Shanaya Kapoor
• 24 yrs
• Single &
Independent
• Loves shopping
• Working
Professional
BUYERS JOURNEY
Working
Professional
Looking for a
apparel
Searches for
Particular
Department
Select particular
combination...
CUSTOMER JOURNEY MAP
Search to Experience
… AND
YOU’RE
DONE!
Gets to know
through website,
app and Google
search.
Reaches the store
by searching
through Google
maps...
Shopper Segments
Authoritative
Women, Visit cosmetics, durables
Grocery & Medicine store, seek
favor & discount, Could be
...
Budget Conscious
Men, Switch brand, Focus on price
tag
Bargain Seeker
Maximize value driven, mainly durable
store, negotia...
Family Buyer
Good Merchandise mix, service home
delivery, buy products in bulk for self
Brand Conscious
Maximum satisfacti...
Segmentation Based Shopping Behavior
Hobby Shoppers Authoritative Women
Fashion Shoppers Variety Seekers Young, Male/Femal...
CONCLUSION
Shopping centers represent a substantial slice of the Indian economy
and have rightly attracted considerable c...
New ideas have been presented in which shopping centers might
use varied marketing mixes to attract and satisfy customer ...
References
1. Segmenting Shoppers on their Behavior by Piyush Kumar Sinha, Associate
Professor, Indian Institute of Manage...
THANK YOU
Customer Behavior Analytics  of Shopping
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Customer Behavior Analytics of Shopping

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This is to determine different segments of shopping behavior to know actual insight which lead to foot fall in Apparel store and lifestyle store.

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Customer Behavior Analytics of Shopping

  1. 1. Segmentation on Shopping Behavior Case Study Reference Pantaloons , IIMA Case report 2012 Presented By: Rajeev Kumar Sahil Jain
  2. 2. INTRO Segmentation is a more focused subset of market segmentation that identifies and analyses the specific behavioral patterns of consumer groups, enabling vendors to know their customers better and to target their marketing strategies more precisely.
  3. 3. WHY people Buy? WHAT motivates Them? • Self Esteem • Need • Want • Loneliness • Affection • To try something new
  4. 4. BUYERS PERSONA • Shanaya Kapoor • 24 yrs • Single & Independent • Loves shopping • Working Professional
  5. 5. BUYERS JOURNEY Working Professional Looking for a apparel Searches for Particular Department Select particular combination/trail Purchase items & Get discounts Customer Delight Invited for an Event Visits Pantaloons store
  6. 6. CUSTOMER JOURNEY MAP Search to Experience
  7. 7. … AND YOU’RE DONE! Gets to know through website, app and Google search. Reaches the store by searching through Google maps. Shops according to his needs. Gets after Sales Service and Satisfaction.
  8. 8. Shopper Segments Authoritative Women, Visit cosmetics, durables Grocery & Medicine store, seek favor & discount, Could be spokesperson Adjusting Men, Visit music, book & shoe store, Opportunity to placate Ambience Seeker Men, Clear Point of Purchase Communication And High end display merchandise Variety Seeker Maximize return on expenditure, visit all type of store, dissonance reducing behavior
  9. 9. Budget Conscious Men, Switch brand, Focus on price tag Bargain Seeker Maximize value driven, mainly durable store, negotiate price, adjustment for bulk purchase Involved Quality, Check Performance, Consult, Deal in card, gift, durable etc., post- purchase communication Impulsive Enhanced visibility, accessibility, women, buy at counter List Driven Purposive, Availability of product, Mainly in grocery and medicine store Hurried Quick service, proactive salesperson, mostly women, neat display
  10. 10. Family Buyer Good Merchandise mix, service home delivery, buy products in bulk for self Brand Conscious Maximum satisfaction driven, mainly apparel, cosmetic store, synergy with store experience and brand imagery Quality Conscious Performance guaranteed, proof of reliability, demonstration required, Reference can be required Inquirer Try to gain info, mostly alone men, mainly in durable outlets, Convenient location Consultative Seek advice with accompanied and intrusive salesperson, Take time for final decision Infrequent Move hesitatingly, neatly display merchandise, clear signage, mainly prospects
  11. 11. Segmentation Based Shopping Behavior Hobby Shoppers Authoritative Women Fashion Shoppers Variety Seekers Young, Male/Female Casual Shoppers Impulsive Young, Male Occasional Shoppers Involved Female Family Shoppers with Children Family buyers Married with children Loyal Shoppers Brand Conscious Working male and female Redeem shoppers Ambience seekers Executives
  12. 12. CONCLUSION Shopping centers represent a substantial slice of the Indian economy and have rightly attracted considerable consumers. Retailers in India have successfully aimed their marketing mixes at different aspects of lifestyle. ‘Lifestyle refers to consumers’ In the India, women are becoming more involved with shopping.
  13. 13. New ideas have been presented in which shopping centers might use varied marketing mixes to attract and satisfy customer segments. Consumer behavior is complex and very often not considered rational.  A further challenge will be consumer personalities which differ across borders and also between and within regions. About 3/4th of the Indian population is rural, so there seems to be tremendous potential for rural retail.
  14. 14. References 1. Segmenting Shoppers on their Behavior by Piyush Kumar Sinha, Associate Professor, Indian Institute of Management, Ahmedabad, India 2. A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS ORGANIZED AND UNORGANIZED RETAIL STORES IN BANGALORE CITY by- Lakshmi Narayana K 3. http://pantaloons.com 4. CBA class slides 5. Case study on Pantaloons
  15. 15. THANK YOU
  • YourrikJorkaf

    Jul. 31, 2017
  • payandeb3

    Aug. 17, 2016
  • eshantdigital

    Jun. 21, 2015

This is to determine different segments of shopping behavior to know actual insight which lead to foot fall in Apparel store and lifestyle store.

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