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Psychographic segmentation of Indian urban consumers

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  • Rohit Kumar
  • Amitava Sarkar

Abstract

Since 1991, India is emerging as a key destination for marketers from across the globe. However, little work of relevance has been undertaken to understand the Indian Consumers. It is believed that the Indian metropolitan consumers are fairly homogeneous in nature. In this paper, we report the results of a survey conducted amongst 560 respondents in the five metropolises. The objective was to segment the metropolitan consumers on behavioral aspects and to understand their consumption pattern. The study, designed on the basis of VALS, uses cluster analysis to segment the Indian metropolitan consumers into six behavioral categories, namely Well Settled, Strugglers, Enjoyers, Conservatives, Self Concerned and Realist. The segments have been profiled in terms of their product ownership, Activities and Interests, Financial Investment avenues and Media habits. Implications for marketing and government policy have been discussed.

Suggested Citation

  • Rohit Kumar & Amitava Sarkar, 2008. "Psychographic segmentation of Indian urban consumers," Journal of the Asia Pacific Economy, Taylor & Francis Journals, vol. 13(2), pages 204-226.
    • Handle: RePEc:taf:rjapxx:v:13:y:2008:i:2:p:204-226
    DOI: 10.1080/13547860801923590
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    Cited by:

    1. Ratchaneekorn Dansirichaisawat, 2014. "Discovering Environmental Attitude and Lifestyle Segmentation of Green Consumers: a Conceptual Model for Research," Journal of Social and Development Sciences, AMH International, vol. 5(2), pages 102-110.
    2. Pandey, Shweta & Chawla, Deepak, 2014. "E-lifestyles of Indian online shoppers: A scale validation," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1068-1074.

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