Psychographic Segmentation of Indian Urban Consumers

Journal of the Asia Pacific Economy, Vol. 13, No. 2, pp. 204-226, 2008

24 Pages Posted: 24 Jun 2010

See all articles by Rohit Vishal Kumar

Rohit Vishal Kumar

IMI Bhubaneswar

Amitava Sarkar

affiliation not provided to SSRN

Date Written: May 10, 2008

Abstract

Since 1991, India is emerging as a key destination for marketers from across the globe. However, littlework 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 onsumption 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.

Keywords: segmentation, psychographics, cluster analysis, lifestyle, marketing, India

JEL Classification: R11, M31, C49, O53

Suggested Citation

Kumar, Rohit Vishal and Sarkar, Amitava, Psychographic Segmentation of Indian Urban Consumers (May 10, 2008). Journal of the Asia Pacific Economy, Vol. 13, No. 2, pp. 204-226, 2008, Available at SSRN: https://ssrn.com/abstract=1628050

Rohit Vishal Kumar (Contact Author)

IMI Bhubaneswar ( email )

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Bhubaneswar, Orissa 751003
India
0674-3042128 (Phone)

HOME PAGE: http://www.imibh.edu.in

Amitava Sarkar

affiliation not provided to SSRN ( email )

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