multichannel shopping behaviour with …...group, godrej, future group, walmart, shopper stop have...

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)

MULTICHANNEL SHOPPING BEHAVIOUR WITH SPECIAL REFERENCE TO

APPARELS

Sapna Parashar

Faculty Institute of Management,

Nirma University

ABSTRACT

As consumer behaviour changes shopping decision are becoming important to understand because motivations

and constraints of buying varies in all channels and therefore it is essential to understand various variables like

shopping experience, price consciousness; loyalty factors which particularly affect the purchase decision . It is also

significant to understand the segments of buyers and their preference of a particular channels which vary with various

demographic factors as well as lifestyle of an individual. Multichannel retailing is defined as a distribution strategy

used by the retailers to reach customers using more than one channel or medium which includes the internet,

televisions, mobile apps and retail outlets. Consumers use some channels to search information while some other

channels to buy and different channels for discussing their product related views. It is therefore essential for the

marketers to understand the value driven from each channel in order to regulate individual channel strategies as

well as synchronizing multiple channels.The present paper attempts to investigates the consumer motivation to use

different modes of multichannel and also analyse the impact of different variables on the consumer choice while

selecting a channel for shopping apparels .The study will help the marketer to segmentation the consumers’ on basis

of their choices for shopping clothing .Identifying mix of environmental and individual variables which effect the

channel choices will also enable the retailers to device channel strategies .

Key Words: Multichannel retailing, consumer behavior, shopping apparels, individual variables

Introduction

Multichannel retailing includes set of

activities involved in selling merchandise or

services to consumers by more from more

than one channel (Levy and Weitz,2009.A

multi-channel environment provides

consumers additional channels to make

purchases at their convenience (Jensen et al.,

2003).According Aberdeen Group, 2003;

Dholakia et al., 2005) multi-channel retailers

seize the opportunity to serve market base

that in turn leads to more profit . This enable

the shoppers a freedom and power to decide

when, where, and how to shop.In a multi-

channel retailing environment, consumers

can gather information about the products

from the internet, catalog, and/or TV, mobile

apps and purchase the products from either of

these retail channels. Those shoppers who

use multiple channels of a certain retailer

comprise a large sector of the retailer’s total

consumer base and are found to spend more

money than the single channel shoppers

(Dholakia et al., 2005; Pastore, 2001;

Rangaswamy and Van Bruggen,2004).

http://dx.doi.org/10.16962/EAPJSS/issn.2394-9392/2014



Traditional retailers have evolved into

multichannel operations and have steadily

dominated the internet presence (Kilcourse

and Rowen 2008). Studies have found that

more than 80% of a broad cross-section of

U.S. retailers indicated that they sell

merchandise through multiple channels and

all of the large retailers and 94% of the

“winners” (defined as the retailers with the

best financial performance) have

multichannel operations . Research carried

by Stone et al.(2002) retailers using

multichannel have resulted in developments

of new channel technology, increasing

reliability and speed of storage,

telecommunications technology, conjunction

of voice, video and data to meet customer

desires and expectations. Moreover

consumers plays a significant role in

selection of retail channel as she/he chooses

the channels to interact with a company

which provides him with more benefits

(Rangaswamy and Van Bruggen, 2004) .

In a study carried by Aberdeen Group it was

reflected that 44.7 percent of the retailers in

USA used at least two channels and more

than 60 percent of retailers perceived that

their multi-channel consumers generate

more profit than single channel consumers

(Shankar and Winer, 2005).Companies build

relationships with consumers by offering

information, products, services, and customer

supports via two or more channels

(Rangaswamy and Van Bruggen, 2004).

Retailers have recognized that operating

different formats of retail channels allows

them to embrace wider set of customers

(Payne, 2004). Customers also use different

channels modes as it not only adds value

while making shopping decision as they

collect product related information such as

price and style information from the internet

, purchase at brick-and-mortar stores and

give customer feedback using sms . They

navigate multiple channels so that it can

provide seamless experience across physical

store, web, catalogue, call centre and kiosks

.However this behavior differs across

different demographic segments as well with

type of product which consumer intends to

buy.

Review of Literature

Study carried out by Price Waterhouse

Cooper (2010) found that 80 percent of the

customers who shopped for apparel products

online visited the websites operated by either

a traditional retailer or catalogue retailer.




This could be so because online stores

provide consumers temporal and

geographical accessibility, larger assortment,

factual product information, and novelty

(Grewal et al., 2004). Welling (2007) also

found that one-third of online consumers

who shopped via websites were operated by

the traditional offline retailers. This could be

so because retailers selling apparel in the

online format tend to utilize integrated

multiple channels because many consumers

believe that apparel as compared to other

product categories need a sensory inspection

before its purchased. This will in turn lead to

channel migration by the customers from

higher cost, lower valued channels to lower

cost, higher valued channels. Studies have

also found that as multichannel retailing is

expanding its prospects and problems

related with channel proliferation and

therefore the channel migration among their

customers is also increases (Rangaswamy

and Van Bruggen, 2004).

Nicholson et al. (2002) in their study

analysed the role of situational variables

which impacts the consumers and also

influences the high street fashion retailers

while they design multichannel distribution

strategies for their consumers . Research

indicates that operating multiple channels

leads to positive effect on financial

performance (Geyskens et al, 2002) on one

hand whereas marketers decision to sell

through additional channels also stimulates

the concerns about cannibalization and

negative spillover (Deleersnyder et al. 2002;

Falk et al. 2007)). According to Rust et al (

2004) the financial performance for

multichannel retailers are low-cost access to

new markets, increased customer satisfaction

, loyalty, and creation of a strategic advantage

in terms of resource allocation decisions and

maximizing return on investments. Study

carried by Kumar and Venkatesan (2005 )

and Thomas and Sullivan( 2005) also found

that multichannel shopping experiences

leads to higher profits . This holds relevant to

the apparel retailing as when consumers

shoppers offline he seek a true sense of how

an item will fit or feel before making a

purchase and even high end retailers

provides rich in-store experience that

fashionista desire .On other hand while

making online purchase videos of items

being modelled demonstrates how a dress

and live chats tangibles the product

judgments in creative and compelling ways.

This type of multichannel approach will help

the apparel retailer not only build the

category demand across the channels but can


http://www.sciencedirect.com/science/article/pii/S0022435908000675#bib46



be reached to larger audiences which not

only enhances the competition but also

increase the revenue. Therefore, apparel

retailers who want to expand their market

share have merged three different retail

channels to reach customers and channel

brands internationally.

Schaeffer ( 2000 ) in their study on apparel

manufacturers have found that there is

integration of manufacturers into direct web

selling, as well as into the online channel.

Studies carried by Chevron, 1999; Hill,

2000; Tiernan, 2000 have also identified

that most revenues in the apparel sector are

driven by multi‐channel concepts with a

strong brand appeal . Retailers have realised

that investment in Omni-channel retailing

can impact not only their direct sales but

will also influence retail brand building .

Indian apparel retailers have recognized that

having a brand website and an e Commerce

store plays a significant role for their retail

brand which also leads to credibility

building. Therefore most of the retailers like

Unilever, Reliance, AdityaBirla

Group, Godrej, Future

Group, Walmart, Shopper Stop have made

omni-channel presence . As per the survey

carried by MartJack 53 percent of the

retailers are ready to spend more than 25

Lakhs annually on online and omni-channel

technology and operations near future .

Clothing retailing in Europe has also faced

competition from various channels of

distribution that had made them adopt a

multi‐channel strategy (Myers, 2002).

Thus, from the retail marketing perspective it

is essential to understand how consumers

shopping behavior in a multichannel

environment change (Neslin et al., 2006).

This type of analysis will lead to research in

the study the multichannel management as

per consumer’s perceptions and expectations

towards channel benefits both economic and

non-monetary .These results will be crucial

in designing channel strategy for the apparel

retailers which will help firms and

consumers interact in effective manner and

also the enhance customer value proposition.

to be adopted for a particular channel . The

present paper is an attempts to analyse the

effects of different demographic variables on

the consumer choice and behaviour while

selecting a channel i.e., brick and motor

,online and catalogue with special respect to

apparels in Indian, market .


http://www.emeraldinsight.com/doi/full/10.1108/03090560410539302





http://timesofindia.indiatimes.com/business/india-business/HUL-launches-e-tail-pilot-project/articleshow/42200665.cms

http://articles.economictimes.indiatimes.com/2014-06-30/news/50974213_1_reliance-retail-e-commerce-marketplace-model

http://articles.economictimes.indiatimes.com/2014-07-14/news/51484617_1_e-commerce-aditya-birla-group-indian-institute

http://articles.economictimes.indiatimes.com/2014-07-14/news/51484617_1_e-commerce-aditya-birla-group-indian-institute

http://www.business-standard.com/article/companies/godrej-group-to-adopt-e-commerce-for-consumer-segment-114121000695_1.html

http://www.business-standard.com/article/reuters/future-retail-amazon-in-enter-into-strategic-partnership-114101300146_1.html

http://www.business-standard.com/article/reuters/future-retail-amazon-in-enter-into-strategic-partnership-114101300146_1.html

http://articles.economictimes.indiatimes.com/2014-07-25/news/52026494_1_online-platform-online-store-e-commerce

http://www.thehindubusinessline.com/companies/shoppers-stop-future-group-prepare-to-take-on-erivals/article6288544.ece




Research methodology

Sample for Data collection

The stratified sampling method was used for

data collection .Sample size of 60

respondents both male and female with the

age group between 18 -37 yrs with different

education level (undergraduate and

postgraduate) was drawn from Ahmedabad

city

Tools for Data Collection

The data was collected using questionnaire

with 28 questions which included covariates

of Multichannel shopping behaviour and

their covariates identified by Konus et al

(2008) with 18 statements measuring

dimensions like shopping enjoyment,

loyalty, price consciousness, motivation to

conform ,time pressure and

innovativeness(Apppendix-1)

Tools of Data Analysis

The data was collected and tabulated using

K- mean cluster analysis which was applied

to analyse the different cluster based on

demographic variables to the covariates of

multichannel which affect consumer choice

of selecting different retails in each clusters.

Results

K- mean cluster analysis was applied to

identify various cluster based on

demographic profiles three cluster were

In Cluster 1 there were 28 respondents 15

male and 13 female with an average age of 25

yrs and most of them were either pursuing

their post-graduation degree or had joined a

profession post graduate course (Table

1.1,1.2,1.3).These respondents gathered

information related to product either through

online as well as retail stores but not from

catalogues . However, they were found to

prefer making purchase of apparels from the

retail stores and sometimes from online

stores . Innovation, loyalty and in store

experience were preferred dimensions by

them of multichannel retailing whereas they

had neutral view towards motivation , time

constrained and price dimension. The cluster

had almost equal number of male and female

consumers and were found to show multiple

shopping channels behavior. This finding is

consistent with study carried by Slack et al.

(2008) who found gender had no significant

effect on patterns of multiple channel usage.

In given cluster respondents were also found

to use internet as source of information but

made purchase from retail outlet this could be

so because internet is often used for pre-




purchase or on-going information search by

the consumers due to its easy access and

efficiency compared to information resources

available (e.g. magazines, newspapers, and

catalogs) (Moe, 2003).

Multichannel customers who browse the

information online but made purchases

offline appreciate unlimited browsing

activities via the internet, but avoid

purchasing due to uncertainties .Study

carried by Liang and Huang (1998) have also

identified these uncertainties in internet

purchasing because of either product related

or process related uncertainty. Product

uncertainty occurs when the product received

does not meet the customer’s expectations.

In the present study since the product

category was apparel customers looked more

information related to product in terms of

design and fashion and preferred to make

offline purchase since they may be conscious

about the color and texture of the apparels .

Studies have also found that high touch

products, whose portrayal online differ in

color and texture from the actual product in

such cases traditional brick-and-mortar stores

is preferred by the customer as it becomes

easier for the consumers to handle and

inspect it before buying (Levin et al., 2003;

Balasubramanian et al., 2005).

When making purchase decisions for

clothing, consumers are found to consider

not only sensory or aesthetic features (e.g.

texture), but also how the item will look on

their body (Geissler and Zinkhan, 1998) and

also how appearance will vary when several

items are worn together (McKinney, 2000).

Therefore, consumers may be more likely to

prefer touch channels when they purchase

clothing and \alternative while shopping

channel and also enjoy surfing the internet

as they do not lose track of time while

browsing. This not only provides consumers

with an opportunity to try new products as

exploration offers hedonic benefit of

searching and innovativeness as a related

psychographic (Ailawadi et al., 2001;

Steenkamp and Baumgartner, 1992).This

could be reason the respondents of these

cluster have ranked innovativeness as one of

the important dimension of multichannel

retailing . Innovativeness refers to the degree

with which a person prefers to try new and

different products as well as experiences

which requires extensive search (Midgley

and Dowling, 1978) and these respondents

are therefore using both online and retail




stores to do so. However these respondents

are predominately found using online and

offline channels and rarely use catalogue for

information search or purchase .

In the study cluster 1 respondents have given

higher importance to loyalty and preference

for shopping experience provided by the

retailer this could be so because they prefer

multiple shopping orientations . Studies have

found that consumers who use multi-

channels for shopping are likely to spend

more money, revisit the stores, and repeat

product purchase than single channel

shoppers, and tend to be more loyal to the

retailer than single channel shoppers

(Dholakia et al.,2005; Graham, 2004;

Hughes, 2005; Kumar and Venkatesan, 2005;

Channel Intelligence,2003). According to the

Shop.org study (2001), multi-channel

shoppers tend to spend more money during

shopping and are found to be more loyal to

the retailers than the consumers who shop

through single channel .This is also

supported by the studies carried by Cyr,

2002;Dholakia et al., 2005; Shankar and

Winer, 2005; Stone et al., 2002; Pastore,

2001.Study carried by Shim and Kotsiopulos

(1992a, 1992b, 1993) who concluded that

consumers who have different shopping

orientations evaluated the importance of store

attributes such as sales personnel, customer

services, visual image, price/return policies,

easy access, brand/fashion, and

quality/variety of the merchandise which are

parameters of shopping experience.

According to Jones (2004 ) shoppers get

engrossed in an environment created by the

retailer and therefore value the service,

quality, and environment of retailer and

often return to same store for more purchases

and patronizes the retailer.

Cluster 2 comprised of 12 male respondents

with an average age of 18 yrs and most of

them had higher secondary school education

degree or were pursuing their graduation

degree and can be addressed as generation Y

or Z (Table 2.1,2.2,2.3). They preferred

gathering information either online and

sometimes through catalogue but preferred

making online purchase as well as from the

retail outlets. They were found to be price

consciousness , time constrained and

innovative multichannel buyers and were

neutral towards shopping experience and

motivation dimension not land loyal for any

retailer . These customers though do not seek

information from retail store but prefer

making purchase from store this could be so




because they are price consciousness and

considered it as an important variable while

selecting and using channels .Moreover ,

they preferred online and catalogue

probably to compare prices, because but

made purchase through store. Studies

supporting this finding reported that

Generation Z male consumers search for new

brands online before going to the store, as

they get curious about the brand

(http://www.readperiodicals.com/201404/33

88746441.html#ixzz3t2lWCX69) .

The respondents from this cluster were

students and young who also made online

purchase but less frequently and were price

conscious Results of the study are consistent

with the study carried by Delafrooz, Painm

and Khatibi (2010 ) on student online

behaviour which concluded that price is

dominant factor which motivates them to

shop online .Study carried by Ghani et al.

(2001) also identified that price positively

influencing online purchase behaviour .

Moreover lower price is the main reason

online shoppers tend to purchase through

internet because of competitive pressure and

especially online retailers are using price as

a viable weapon to attract their customers

(Haque et al, 2006). The study carried by

Kushwaha and Shankar (2008) also analyzed

that in large apparel and shoes accessories

firm multichannel segments are more list-

price sensitive.Therefore, online retailers

provide competitive price for products in

order to attract online shoppers to their

websites.

The respondents of these cluster were found

to be time pressed as well as innovative that

is reason they searched information from

catalogue and internet before making

purchase from either retail store or online

and. catalogue .This is so because catalogues

provides convenience of time saving and

prompt updates about the new products

whereas Internet provides information and

comparison related to product assortments,

price and alternative comparisons anytime,

from anywhere (Elliot and Fowell, 2000;

Walsh and Godfrey, 2000). According to

study carried by Lee and Kim ,2007 catalog

shopping helps to gather information about

style/trends of apparel products and since

consumers prefer saving time and look for

convenience in apparel shopping while using

store-based shopping channels . The present

study also highlighted that the young

shoppers who are time constrained and price

conscious put importance to store purchase


http://www.readperiodicals.com/201404/3388746441.html#ixzz3t2lWCX69

http://www.readperiodicals.com/201404/3388746441.html#ixzz3t2lWCX69



while buying apparels as they are familiar

with the channel and also can feel product.

Accenture Seamless Retail Study ,2013

found that 88% of consumers research items

online and then bought it from a physical

store.

Thus, the cluster respondents used all the

three channels either for purchase or for

information and reason for using

multichannel may be quick purchase as they

seek convenience of the internet store (24-

hour access) but were preferring brick and

mortar store may be due to shipping charges

.

The study has also reflected that in this

Cluster young men respondents who

shopped online as well as offline were

innovative but not loyal .This could be so

because younger generation are more

receptive to new things and are therefore

willing to accept new ideas and fashion

trends. Study is further supported by study

carried by Ordun ,2015 according to which

Gen Y used their considerable knowledge

about the latest trends, images, and

reputations of retailers and products.

Bakewell et al (2006) reported that

Generation Y consumers are typically very

fashionable since they like to buy new and

fashionable goods to make themselves

visibly fashionable. According to social role

theory by (Archer, 1996; Eagly, 1987), men

are more willing than women to take risks

(Powell and Ansic, 1997; Garbarino and

Strahilevitz, 2004) and are expected to

engage in risky behaviour therefore are less

likely to remain loyal when their satisfaction

levels change. Moreover since the cluster

members are young they seek alternative

information that might influence their loyalty

as compared to older people who emphasize

fewer criteria while decision making.

In Cluster 3 there were 20 respondents 15 are

women and 5 men with average age of 32

yrs .Most of these respondents were having

undergraduate college degree while others

were pursuing graduation (Table 3.1,3.2,3.3).

The respondents in this cluster were found

to search information as well as buy

preferably through retail store followed by

catalogues but were neutral over buying or

searching online this could be so because

most of these respondents were women.

Studies found that women don’t prefer

shopping online because of a lack of social

interaction (Hasan, 2010) .This implies that

women are more likely to use brick-and-

mortar stores. Moreover according to Flynn

(2005) women were more likely than men to









buy apparel from any of three channels which

includes brick-and-mortar stores, internet,

and catalogs. The study reflected that the

respondents of this cluster seeked

information as well as made purchase from

catalogues. Catalogue shoppers are often

viewed as convenience oriented (e.g. Gehrt

and Carter, 1992; Jasper and Lan, 1992.

Studies examining catalogue shoppers have

identified a recreational segment that utilizes

catalogues for enjoyment. Gehrt and Carter

(1992) found that catalogue patronage was

positively related to the recreational

orientation and also delivers visual appeal

which is not there in the onki-line context

(Mathwick,Malhotra and

Rigdon,2001). Respondents of the cluster has

given higher weightage to price

consciousness and loyalty dimensions but

low on innovativeness and time constrained

and were neutral towards shopping

environment . Since this group of customers

don’t made online purchase and were also

not time pressed they were found to prefer

this channel of buying and for browsing as

well as shopping. Studies have also found

that women prefer catalogue because

catalogue shopping enables point‐of‐

purchase to shift away from brick‐and‐mortar

stores to home and major catalogue retailers

made efforts to increase the confidence of

consumers by detailed, accurate descriptions

of products (Naimark, 1965) .

Women who are high in fashion

innovativeness and opinion leadership need

more opportunity to touch and feel the

product while sopping for clothing and,

therefore, prefered to shop at touch shopping

channels(Cho and Workman,2010).

Research carried by O'Cass( 2004) also

found that women are more involved in

fashion and clothing than men and thus have

greater knowledge about clothing than men.

Study carried by Azevedo et al (2008 ) is

consistent with the present study according to

which women prefer to go to stores whose

more advantageous factors are low prices,

followed by product quality, and product

variety where as men appreciate the same

criteria but on a different order, standing the

quality of the product in the first place,

followed by price and, thirdly, variety. The

studies carried by Birtwistle and Shearer

(2001), further support the findings

according to which female apparel

consumers perceived price, followed by

selection, refund, store personnel, quality,

reputation, fashion and layout, in this order to

be important .






They respondents were found to be more

brand and store loyal may be because of the

switching barriers which adds on to the cost

.Research suggested that price levels have an

important role on shoppers' patronage

decisions (Dodds et al., 1991) as loyalty

programs offered by retailers increases the

switching cost of the customer and lengthens

the relationship .However these respondents

have low preference for innovation and store

image .Store image is considered one of the

most important determinants of success for a

retailer (Amirani and Gates, 1993) .However

in the present study since respondents have

placed higher importance to price and less to

store image it can be concluded that they go

by price and according to Dodds et al. (1991)

price influence the store patronage behavior.

.

Conclusion and Implication

Shopping for apparels involves making

decisions about one’s appearance which

reflects the attitude of the customers towards

fashion in general and stores in particular.

This study has highlighted that consumers of

all segments preferred different multi-

channel choice and are influenced by a

complex mix of retail variables .It has

emphasized the importance for brick-and-

mortar retailers by all age groups as well as

gender and therefore it is essential for the

retailers to enhance the in store experience

and retain the customer base. It is also

essential to emphasize on online stores which

appeals to consumers who are high in fashion

innovativeness and information search .This

will require retailers for frequent updates

with latest styles, availability of a variety of

products, and to create online shopping

experience when it comes to apparel as an

category which will appeal to age group

between 18-30 yrs as well as time pressed

customers . Internet shopping in the area of

clothing products is still at nascent stage but

develop rapidly as e‐commerce technologies

as well as usage of mobile app. Therefore

fashion and apparel retailers will have to join

the multi-channel bandwagon (web and

mobile spaces) to continue remain relevant to

desired target audience .

Catalogue also happens to be important

channel for information search as well as for

purchase since for purchase of apparels

customers not only look for information

related to product and also like to compare

style, trends and price if they don’t access it

online or go to retail outlet .Retailers can thus

employ tactics in terms of price, assortment ,

promotion and supply chain to shape





perceptions of consumers based on both

gender and age groups and their spending

decisions .This can enable the channel

members to invest in for bigger returns on

their marketing mix investment. Therefore,

it is essential for most of the apparel retailers

to join the multi-channel bandwagon which

will enable them to create retail value in

terms of price ,loyalty and innovation and to

some extent in terms of shopping experience

and time constraint for specific consumers

segments which can enable desired

satisfaction and in turn lead to retailers

loyalty. The findings are encouraging to

digital marketers as well as multi-channel

retailers designing search ads focussing to a

particular target group to create value for the

customer which can drive both online and

offline sales . The study can be replicated

keeping into account different demographic

variables like occupation, ,income and

martial status as well as physiographic

variables like personality, lifestyle .Moreover

different retail variables like store loyalty

,repeat purchase behavior and store image

can be taken into account to study their

impact on multi channel retailing.

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Appendix 1

Table 1.1: Demographic aanalysis Table for Cluster 1

Variables Values

Total No. of Respondents 28

Average Age 25

Average Price shopping Rs.1001 - Rs.3000

Qualifications

Primary school (Upto Standard 5) 0.00

Secondary school (Upto Standard 10) 3.57

Completed high school (Upto Standard 12) 10.71

Undergraduate college 57.14

Postgraduate college 28.57

Gender Male 15

Female 13

Table 2.2: Relation between Information Search and Buying for Cluster 1

Values in %

Information Search Buy

Online Catalog Retail Store Online Catalog Retail Store

Very Frequently 25.00 0.00 39.29 7.14 0.00 50.00

Frequently 39.29 0.00 39.29 28.57 0.00 46.43

Neutral 28.57 21.43 14.29 50.00 14.29 3.57

Rarely 7.14 53.57 7.14 7.14 35.71 0.00

Very Rarely 0.00 25.00 0.00 7.14 50.00 0.00




Table 3.3: Importance of various factors among respondents for Cluster 1

Factors Average (out of 5)

Innovation 4

Loyalty 4

Motivation 3

Shopping Experience 4

Time Constrained 3

Table 2.1 : Demographic Analysis Table for Cluster 2

Variables Values


Average Age 18

Average Price shopping Re.1 to Rs.1000

Qualifications






Gender Male 12

Female 0




Table 2.2:Relation between Information Search and Buying for Cluster 2

Values in %



Very Frequently 57.14 14.29 0.00 28.57 0.00 42.86

Frequently 42.86 14.29 0.00 42.86 0.00 28.57

Neutral 0.00 0.00 14.29 28.57 0.00 14.29

Rarely 0.00 14.29 14.29 0.00 14.29 14.29

Very Rarely 0.00 57.14 71.43 0.00 85.71 0.00



Innovation 4

Loyalty 2

Motivation 3


Time Constrained 4

Price Concious 5




Table 3.1 : General Analysis Table for Cluster 3

Variables Values


Average Age 32

Average Price shopping Re.1 to Rs.1000

Qualifications






Gender Male 5

Female 15

Table 3.2: Relation between Information Search and Buying for Cluster 3

Values in %



Very Frequently 0.00 36.84 68.42 0.00 10.53 10.53

Frequently 5.26 10.53 21.05 10.53 42.11 73.68

Neutral 57.89 26.32 5.26 78.95 15.79 5.26

Rarely 26.32 5.26 5.26 10.53 15.79 10.53

Very Rarely 10.53 21.05 0.00 0.00 15.79 0.00






Innovation 2

Loyalty 4

Motivation 3


Time Constrained 2

Price Conscious 5


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