Clustering Shoppers By Mall Experience For Emerging Indian City

India is undergoing drastic transformation in its organised retail sector. Followed by Tier 1 cities, Tier 2 cities are also witnessing an upsurge in retail malls, owing to the burgeoning middle class, growing income levels and a more accommodative attitude towards modern shopping formats. Howeve...

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Main Authors: Prashar, Sanjeev, Gupta, Sumeet, Singh, Harvinder, T. Sai Vijay , T. Sai Vijay, Parsad, Chandan
Format: Article
Language:English
Published: Asian Academy of Management (AAM) 2016
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Online Access:http://eprints.usm.my/36673/1/aamj21022016_3.pdf
http://eprints.usm.my/36673/
http://web.usm.my/aamj/21022016/aamj21022016_3.pdf
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spelling my.usm.eprints.36673 http://eprints.usm.my/36673/ Clustering Shoppers By Mall Experience For Emerging Indian City Prashar, Sanjeev Gupta, Sumeet Singh, Harvinder T. Sai Vijay , T. Sai Vijay Parsad, Chandan HD28-70 Management. Industrial Management India is undergoing drastic transformation in its organised retail sector. Followed by Tier 1 cities, Tier 2 cities are also witnessing an upsurge in retail malls, owing to the burgeoning middle class, growing income levels and a more accommodative attitude towards modern shopping formats. However, due to increased competition and relatively lower population in these cities, the malls are ending up eating each other's footfalls. Therefore, it is highly imperative for mall managers to ascertain features that would differentiate them from their competitors. The objective of this study is to segment and profle shoppers based on their orientation towards different factors associated with an organised retail using hierarchical and non-hierarchical clustering techniques. Two segments were identifed through the analysis. Each segment was profled in terms of mall attractiveness characteristics, demographics and behavioural factors. Results of both hierarchical and k-means cluster analysis suggests two prominent groups among shoppers, namely relatively higher aged service class people and young students. Constituents of these segments also reveal distinct patterns. The younger segment pays more importance to variables like mall events and promotional schemes being organised by malls and/ or retailers. There is less impact of these variables on aged service class segment. This study is a useful contribution to the existing body of knowledge on management of shopping malls in India and is unique in terms of its focus on consumers' in tier two Indian cities like Raipur. This enables retail managers to prepare suitable retailing policies and strategies to cater to each segment. Asian Academy of Management (AAM) 2016 Article PeerReviewed application/pdf en http://eprints.usm.my/36673/1/aamj21022016_3.pdf Prashar, Sanjeev and Gupta, Sumeet and Singh, Harvinder and T. Sai Vijay , T. Sai Vijay and Parsad, Chandan (2016) Clustering Shoppers By Mall Experience For Emerging Indian City. Asian Academy of Management Journal (AAMJ), 21 (2). pp. 1-22. ISSN 1394-2603 http://web.usm.my/aamj/21022016/aamj21022016_3.pdf
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic HD28-70 Management. Industrial Management
spellingShingle HD28-70 Management. Industrial Management
Prashar, Sanjeev
Gupta, Sumeet
Singh, Harvinder
T. Sai Vijay , T. Sai Vijay
Parsad, Chandan
Clustering Shoppers By Mall Experience For Emerging Indian City
description India is undergoing drastic transformation in its organised retail sector. Followed by Tier 1 cities, Tier 2 cities are also witnessing an upsurge in retail malls, owing to the burgeoning middle class, growing income levels and a more accommodative attitude towards modern shopping formats. However, due to increased competition and relatively lower population in these cities, the malls are ending up eating each other's footfalls. Therefore, it is highly imperative for mall managers to ascertain features that would differentiate them from their competitors. The objective of this study is to segment and profle shoppers based on their orientation towards different factors associated with an organised retail using hierarchical and non-hierarchical clustering techniques. Two segments were identifed through the analysis. Each segment was profled in terms of mall attractiveness characteristics, demographics and behavioural factors. Results of both hierarchical and k-means cluster analysis suggests two prominent groups among shoppers, namely relatively higher aged service class people and young students. Constituents of these segments also reveal distinct patterns. The younger segment pays more importance to variables like mall events and promotional schemes being organised by malls and/ or retailers. There is less impact of these variables on aged service class segment. This study is a useful contribution to the existing body of knowledge on management of shopping malls in India and is unique in terms of its focus on consumers' in tier two Indian cities like Raipur. This enables retail managers to prepare suitable retailing policies and strategies to cater to each segment.
format Article
author Prashar, Sanjeev
Gupta, Sumeet
Singh, Harvinder
T. Sai Vijay , T. Sai Vijay
Parsad, Chandan
author_facet Prashar, Sanjeev
Gupta, Sumeet
Singh, Harvinder
T. Sai Vijay , T. Sai Vijay
Parsad, Chandan
author_sort Prashar, Sanjeev
title Clustering Shoppers By Mall Experience For Emerging Indian City
title_short Clustering Shoppers By Mall Experience For Emerging Indian City
title_full Clustering Shoppers By Mall Experience For Emerging Indian City
title_fullStr Clustering Shoppers By Mall Experience For Emerging Indian City
title_full_unstemmed Clustering Shoppers By Mall Experience For Emerging Indian City
title_sort clustering shoppers by mall experience for emerging indian city
publisher Asian Academy of Management (AAM)
publishDate 2016
url http://eprints.usm.my/36673/1/aamj21022016_3.pdf
http://eprints.usm.my/36673/
http://web.usm.my/aamj/21022016/aamj21022016_3.pdf
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score 12.833352