South Asian Journal of Management

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An In-depth Profile of the Customers of Single Brand Store in Emerging Market


Affiliations
1 Indian Institute of Management, Ahmedabad (IIMA), Wing 10K, IIMA Campus, Vastrapur, Ahmedabad 380015, India
2 Indian Institute of Management, Ahmedabad (IIMA), Wing 10, IIM Campus, Vastrapur, Ahmedabad 380015, India
     

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This paper examines the profile of customers of a single brand sport store and classifies them into groups, which will assist retailers in identifying their revenue-generating customers. A survey of 400 customers from four single brand sport outlets in the city of Bangalore, located in the south of India, was conducted. For this study, the customers who were revisiting the store within one year were classified as patrons and the rest as non-patrons. The patrons and non-patrons were further segregated into three groups—based on their purpose of visit to the store—the purposive patron, purposive non-patrons and browsers. These three groups are examined for differences in their demographic and psychographic characteristics, media habits and ownership of personal lifestyle products/services. ANOVA results showed that the purposive patrons were significantly different on 18 variables pertaining to appearance consciousness, health and fitness, shopping styles and general outlook. The media habits, time spent on exercising and actual possession of durables of the three groups were compared. The purposive patrons wanted to remain slim only for the sake of appearance and looks, while the browsers were both health and fitness conscious.
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  • An In-depth Profile of the Customers of Single Brand Store in Emerging Market

Abstract Views: 180  |  PDF Views: 0

Authors

Sonal Kureshi
Indian Institute of Management, Ahmedabad (IIMA), Wing 10K, IIMA Campus, Vastrapur, Ahmedabad 380015, India
Vandana Sood
Indian Institute of Management, Ahmedabad (IIMA), Wing 10K, IIMA Campus, Vastrapur, Ahmedabad 380015, India
Abraham Koshy
Indian Institute of Management, Ahmedabad (IIMA), Wing 10, IIM Campus, Vastrapur, Ahmedabad 380015, India

Abstract


This paper examines the profile of customers of a single brand sport store and classifies them into groups, which will assist retailers in identifying their revenue-generating customers. A survey of 400 customers from four single brand sport outlets in the city of Bangalore, located in the south of India, was conducted. For this study, the customers who were revisiting the store within one year were classified as patrons and the rest as non-patrons. The patrons and non-patrons were further segregated into three groups—based on their purpose of visit to the store—the purposive patron, purposive non-patrons and browsers. These three groups are examined for differences in their demographic and psychographic characteristics, media habits and ownership of personal lifestyle products/services. ANOVA results showed that the purposive patrons were significantly different on 18 variables pertaining to appearance consciousness, health and fitness, shopping styles and general outlook. The media habits, time spent on exercising and actual possession of durables of the three groups were compared. The purposive patrons wanted to remain slim only for the sake of appearance and looks, while the browsers were both health and fitness conscious.