The researcher here uses psychographic segmentation and behavioral segmentation variables to segment customers of a retail store. Attitudes of customer towards the store assortment, instore service, value added service, store environment, satisfaction level, store patronage and loyalty are used to segment the customers. | Changing consumer behavior segmenting consumers to understand them better International Journal of Management IJM Volume 11 Issue 5 May 2020 pp. 341-350 Article ID IJM_11_05_033 Available online at http ijm JType IJM amp VType 11 amp IType 5 Journal Impact Factor 2020 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 DOI IAEME Publication Scopus Indexed CHANGING CONSUMER BEHAVIOR SEGMENTING CONSUMERS TO UNDERSTAND THEM BETTER Dr. Bidyut Jyoti Gogoi IIM - Indian Institute of Management Shillong Meghalaya India ABSTRACT Retailing has undergone transformation since the last decade. There has been lot of closure of retail stores which had been successful in the past. The closure of the stores are related to low footfalls in the stores. This is due to the change in the consumer behavior in the present day. Consumers have a choice to shop in any retail store as the number of stores started to multiply. It is a matter of concern to keep the consumers loyal to a store. It is important to understand consumer behavior to design proper strategies and make crucial decisions. Understanding customer behavior and psychology helps segment the customers into segments based on their attitudes and buying behavior. Segmentation helps design proper segments for better policies for the target customers. The researcher here uses psychographic segmentation and behavioral segmentation variables to segment customers of a retail store. Attitudes of customer towards the store assortment instore service value added service store environment satisfaction level store patronage and loyalty are used to segment the customers. Cluster analysis was used to segment the customers based on their responses. Key words Consumer Behavior Psychographic Segmentation Behavioral Segmentation Attitude Satisfaction Loyalty Cluster Analysis Cite this Article Dr. Bidyut Jyoti Gogoi Changing Consumer Behavior Segmenting .
