Segmenting Consumers in Food and Grocery Retail Sreelata
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TextPublication details: New Delhi Mr. Satya Gilani on behalf of Associated Management Consultants (P) Ltd., June 6, 2015Description: 24-38Subject(s):
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GILANI, MEENAKSHI INDIAN JOURNAL OF MARKETING
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This study was conducted for identification of the factors in consumer behaviour in retail buying, to identify important non-pricing factors with respect to buying of groceries and consumer goods like staples (atta, rice, cooking oil, sugar, and so forth), personal care and toiletries (oil, shampoo, soaps) and fruits & vegatables. These items constitute a major part of the monthly grocery requirements of consumers, which is a part of food & grocery retail. The paper tried to ascertain the dimensions on which consumers can be segmented on the pricing factors. A survey of 450 households in Delhi & Faridabad found three clusters which have different characteristics. The study makes suggestions to retailers on the basis of the findings of the study.
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