ANVESHAK-International Journal of Management

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Cluster Analysis of Young Online Consumers in Indian Context


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1 Indira Institute of Management, Pune, India
     

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Indian online retail industry is growing at a scorching pace since last decade and expected to grow to become the largest online consumer market by 2025. In this context the present demography, which is clearly led by the youth at 65% of the total population, will play a vital role in the boost of online retail industry in India. This research aims at mapping the young Indian consumers with the application of cluster analysis. The study found two major types of consumer segments i.e. social and convenience oriented cluster (SCOC) and price and affordability conscious cluster (PACC). The study found that the majority of the consumers constituted the PACC segment dominated by the price sensitivity. The managerial implications and future scope of research were discussed in the research.

Keywords

Cluster Analysis, Online Retailing, Online Buying Consumers, Online Buyer Segmentation, Online Buying behaviour, Online Buying in India.
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  • Cluster Analysis of Young Online Consumers in Indian Context

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Authors

Dipanjay Bhalerao
Indira Institute of Management, Pune, India

Abstract


Indian online retail industry is growing at a scorching pace since last decade and expected to grow to become the largest online consumer market by 2025. In this context the present demography, which is clearly led by the youth at 65% of the total population, will play a vital role in the boost of online retail industry in India. This research aims at mapping the young Indian consumers with the application of cluster analysis. The study found two major types of consumer segments i.e. social and convenience oriented cluster (SCOC) and price and affordability conscious cluster (PACC). The study found that the majority of the consumers constituted the PACC segment dominated by the price sensitivity. The managerial implications and future scope of research were discussed in the research.

Keywords


Cluster Analysis, Online Retailing, Online Buying Consumers, Online Buyer Segmentation, Online Buying behaviour, Online Buying in India.

References





DOI: https://doi.org/10.15410/aijm%2F2015%2Fv4i2%2F67730