Clustering Shoppers By Mall Experience For Emerging Indian City

India is undergoing drastic transformation in its organised retail sector. Followed by Tier 1 cities, Tier 2 cities are also witnessing an upsurge in retail malls, owing to the burgeoning middle class, growing income levels and a more accommodative attitude towards modern shopping formats. Howeve...

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Main Authors:	Prashar, Sanjeev, Gupta, Sumeet, Singh, Harvinder, T. Sai Vijay , T. Sai Vijay, Parsad, Chandan
Format:	Article
Language:	English
Published:	Asian Academy of Management (AAM) 2016
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/36673/ http://eprints.usm.my/36673/1/aamj21022016_3.pdf

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author	Prashar, Sanjeev Gupta, Sumeet Singh, Harvinder T. Sai Vijay , T. Sai Vijay Parsad, Chandan
author_facet	Prashar, Sanjeev Gupta, Sumeet Singh, Harvinder T. Sai Vijay , T. Sai Vijay Parsad, Chandan
author_sort	Prashar, Sanjeev
building	USM Institutional Repository
collection	Online Access
description	India is undergoing drastic transformation in its organised retail sector. Followed by Tier 1 cities, Tier 2 cities are also witnessing an upsurge in retail malls, owing to the burgeoning middle class, growing income levels and a more accommodative attitude towards modern shopping formats. However, due to increased competition and relatively lower population in these cities, the malls are ending up eating each other's footfalls. Therefore, it is highly imperative for mall managers to ascertain features that would diﬀerentiate them from their competitors. The objective of this study is to segment and profle shoppers based on their orientation towards diﬀerent factors associated with an organised retail using hierarchical and non-hierarchical clustering techniques. Two segments were identifed through the analysis. Each segment was profled in terms of mall attractiveness characteristics, demographics and behavioural factors. Results of both hierarchical and k-means cluster analysis suggests two prominent groups among shoppers, namely relatively higher aged service class people and young students. Constituents of these segments also reveal distinct patterns. The younger segment pays more importance to variables like mall events and promotional schemes being organised by malls and/ or retailers. There is less impact of these variables on aged service class segment. This study is a useful contribution to the existing body of knowledge on management of shopping malls in India and is unique in terms of its focus on consumers' in tier two Indian cities like Raipur. This enables retail managers to prepare suitable retailing policies and strategies to cater to each segment.
first_indexed	2025-11-15T17:24:00Z
format	Article
id	usm-36673
institution	Universiti Sains Malaysia
institution_category	Local University
language	English
last_indexed	2025-11-15T17:24:00Z
publishDate	2016
publisher	Asian Academy of Management (AAM)
recordtype	eprints
repository_type	Digital Repository
spelling	usm-366732017-09-20T01:33:25Z http://eprints.usm.my/36673/ Clustering Shoppers By Mall Experience For Emerging Indian City Prashar, Sanjeev Gupta, Sumeet Singh, Harvinder T. Sai Vijay , T. Sai Vijay Parsad, Chandan HD28-70 Management. Industrial Management India is undergoing drastic transformation in its organised retail sector. Followed by Tier 1 cities, Tier 2 cities are also witnessing an upsurge in retail malls, owing to the burgeoning middle class, growing income levels and a more accommodative attitude towards modern shopping formats. However, due to increased competition and relatively lower population in these cities, the malls are ending up eating each other's footfalls. Therefore, it is highly imperative for mall managers to ascertain features that would diﬀerentiate them from their competitors. The objective of this study is to segment and profle shoppers based on their orientation towards diﬀerent factors associated with an organised retail using hierarchical and non-hierarchical clustering techniques. Two segments were identifed through the analysis. Each segment was profled in terms of mall attractiveness characteristics, demographics and behavioural factors. Results of both hierarchical and k-means cluster analysis suggests two prominent groups among shoppers, namely relatively higher aged service class people and young students. Constituents of these segments also reveal distinct patterns. The younger segment pays more importance to variables like mall events and promotional schemes being organised by malls and/ or retailers. There is less impact of these variables on aged service class segment. This study is a useful contribution to the existing body of knowledge on management of shopping malls in India and is unique in terms of its focus on consumers' in tier two Indian cities like Raipur. This enables retail managers to prepare suitable retailing policies and strategies to cater to each segment. Asian Academy of Management (AAM) 2016 Article PeerReviewed application/pdf en http://eprints.usm.my/36673/1/aamj21022016_3.pdf Prashar, Sanjeev and Gupta, Sumeet and Singh, Harvinder and T. Sai Vijay , T. Sai Vijay and Parsad, Chandan (2016) Clustering Shoppers By Mall Experience For Emerging Indian City. Asian Academy of Management Journal (AAMJ), 21 (2). pp. 1-22. ISSN 1394-2603 http://web.usm.my/aamj/21022016/aamj21022016_3.pdf
spellingShingle	HD28-70 Management. Industrial Management Prashar, Sanjeev Gupta, Sumeet Singh, Harvinder T. Sai Vijay , T. Sai Vijay Parsad, Chandan Clustering Shoppers By Mall Experience For Emerging Indian City
title	Clustering Shoppers By Mall Experience For Emerging Indian City
title_full	Clustering Shoppers By Mall Experience For Emerging Indian City
title_fullStr	Clustering Shoppers By Mall Experience For Emerging Indian City
title_full_unstemmed	Clustering Shoppers By Mall Experience For Emerging Indian City
title_short	Clustering Shoppers By Mall Experience For Emerging Indian City
title_sort	clustering shoppers by mall experience for emerging indian city
topic	HD28-70 Management. Industrial Management
url	http://eprints.usm.my/36673/ http://eprints.usm.my/36673/ http://eprints.usm.my/36673/1/aamj21022016_3.pdf

Clustering Shoppers By Mall Experience For Emerging Indian City

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