Segmenting Indian Consumers: A Psychographic Approach

Segmenting Indian Consumers: A Psychographic Approach

Sulekha Ghangas

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Dr. Kiran Mor

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Sulekha

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Maulana Azad National Institute of Technology

Segmenting Indian Consumers: A Psychographic Approach

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Abstract

Segmentation is the need of modern marketing because to serve the entire market is no more profitable. The very first step of market segmentation is to identify which variables are most important to segment or to group the customers into homogeneous groups. Usually more than one variable is used to give the description of market segments. The most common variables used are demographic, geographic, psychographic, and behaviuoral. In the present study demographic and psychographic variables are taken into consideration. The human behavior is dominated by the internal psycho of the individual and the way they treat with the society. The main psychographic variables as values, social interest, attitude and lifestyle are broadly taken into consideration. Cluster analysis is used to segment the market. Factor analysis is used to identify the factors for segmentation.

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12 Cites in Article

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Sulekha Ghangas. 2014. \u201cSegmenting Indian Consumers: A Psychographic Approach\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E3).

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GJMBR Volume 14 Issue E3

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

clusters analysis Factor analysis psychographic variables segmentation

Submission ReceivedDecember 11, 2013
Peer Review Double Blind
Handling Editor
Accepted December 31, 2013
Published January 15, 2014

Version of record

v1.2

Issue date

June 30, 2014

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Article Matrices

Total Score: 107

Country: India

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Dr. Kiran Mor, Sulekha (PhD/Dr. count: 1)

View Count (all-time): 166

Total Views (Real + Logic): 4323

Total Downloads (simulated): 2294

Publish Date: 2014 06, Mon

Monthly Totals (Real + Logic):

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Total Views: 4323

Total Downloads: 2294

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