Segmentation of Shoppers using their Behavioral Patterns Based on Store Images

D. M. Sezhiyan1, T. Nambirajan2 and T. Kumaran3

1Department of Management Studies, National Institute of Technology, Tiruchirappalli - 620016, Tamilnadu, India

2Department of Management Studies, School of Management, Pondicherry University, Pondicherry - 605014, India

3System Analyst, Sysco, Bangalore, India




VThe main theme of this paper is to portray the segmentation of the shoppers based on their behavioural pattern towards the retail store images. Primarily, this article triggers off the various behavioural outcomes of the shoppers which have been influenced by the different store attributes. Based on the various store attributes, the shoppers have been segmented by the use of k-means Clustering Algorithm. The segment was well separated by using cluster validity function by Xie and Beni. The resulted segments are Pre-Determined, Variety-Seekers, Economy and Familiar. It has been found that every segment has its own impacts over the various store images and the managerial implications of these attributes have been highlighted.

Keywords: K-means Clustering, Cluster Validity Index, Market Segmentation, Shoppers Behaviour, Store Images