Download as PDF, PPTX
Uploaded byrajeev227
Segmentation on Shopping Behavior
The document discusses consumer segmentation in shopping behavior, particularly in the context of Pantaloons and the Indian retail market. It outlines various shopper segments and their motivations, highlighting the importance of understanding consumer patterns to effectively target marketing strategies. The analysis emphasizes the potential for retailers to engage rural populations and adapt marketing mixes to diverse lifestyles and personalities.
More Related Content
Similar to Segmentation on Shopping Behavior
Segmentation on Shopping Behavior
- 1. Segmentation on Shopping Behavior Case StudyReference Pantaloons , IIMA Case report 2012 Presented By: Rajeev Kumar Sahil Jain
- 2. INTRO Segmentation is amore 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. WHY people Buy? WHAT motivates Them? • Self Esteem •Need • Want • Loneliness • Affection • To try something new
- 4. BUYERS PERSONA • ShanayaKapoor • 24 yrs • Single & Independent • Loves shopping • Working Professional
- 5. BUYERS JOURNEY Working Professional Looking fora apparel Searches for Particular Department Select particular combination/trail Purchase items & Get discounts Customer Delight Invited for an Event Visits Pantaloons store
- 6. CUSTOMER JOURNEY MAP Searchto Experience
- 7. … AND YOU’RE DONE! Gets toknow 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. Shopper Segments Authoritative Women, Visitcosmetics, 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. Budget Conscious Men, Switchbrand, 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. Family Buyer Good Merchandisemix, 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
- 12. Segmentation Based ShoppingBehavior 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
- 13. CONCLUSION Shopping centers representa 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.
- 14. New ideas havebeen 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.
- 15. References 1. Segmenting Shopperson 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
- 16.