Segmentation

on Shopping

Behavior

Case Study Reference

Pantaloons , IIMA Case report 2012

Presented By: Rajeev Kumar Sahil Jain

INTROSegmentation is a more focused subset of market

segmentation that identifies and analyses the specific behavioral

patterns of consumer groups, enabling vendors to know their

customers better and to target their marketing strategies more

precisely.

WHY

people

Buy?

WHAT

motivates

Them?

• Self Esteem• Need• Want• Loneliness• Affection• To try

something new

BUYERS PERSONA

• Shanaya Kapoor• 24 yrs• Single &

Independent• Loves shopping• Working

Professional

BUYERS JOURNEY

Working

Professional

Looking for a

apparel

Searches for

Particular

Department

Select particular

combination/trail

Purchase items &

Get discounts

Customer

Delight

Invited for an EventVisits Pantaloons

store

CUSTOMER JOURNEY MAP

Search to Experience

… AND

YOU’RE

DONE!

Gets to know

through website,

app and Google

search.

Reaches the store

by searching

through Google

maps.

Shops

according to

his needs.

Gets after Sales

Service and

Satisfaction.

Shopper Segments

AuthoritativeWomen, Visit cosmetics, durables

Grocery & Medicine store, seek

favor & discount, Could be

spokesperson

AdjustingMen, Visit music, book & shoe

store, Opportunity to placate

Ambience SeekerMen, Clear Point of Purchase

Communication And High end

display merchandise

Variety SeekerMaximize return on expenditure,

visit all type of store, dissonance

reducing behavior

Budget ConsciousMen, Switch brand, Focus on price

tag

Bargain SeekerMaximize value driven, mainly durable

store, negotiate price, adjustment for

bulk purchase

InvolvedQuality, Check Performance, Consult,

Deal in card, gift, durable etc., post-

purchase communication

ImpulsiveEnhanced visibility, accessibility,

women, buy at counter

List DrivenPurposive, Availability of product,

Mainly in grocery and medicine

store

HurriedQuick service, proactive

salesperson, mostly women,

neat display

Family BuyerGood Merchandise mix, service home

delivery, buy products in bulk for self

Brand ConsciousMaximum satisfaction driven,

mainly apparel, cosmetic store,

synergy with store experience

and brand imagery

Quality ConsciousPerformance guaranteed, proof of

reliability, demonstration required,

Reference can be required

InquirerTry to gain info, mostly alone

men, mainly in durable outlets,

Convenient location

ConsultativeSeek advice with accompanied

and intrusive salesperson, Take

time for final decision

InfrequentMove hesitatingly,

neatly display merchandise,

clear signage, mainly

prospects

Segmentation Based Shopping Behavior

Hobby Shoppers Authoritative Women

Fashion Shoppers Variety Seekers Young, Male/Female

Casual Shoppers Impulsive Young, Male

Occasional Shoppers Involved Female

Family Shoppers with

Children

Family buyers Married with children

Loyal Shoppers Brand Conscious Working male and female

Redeem shoppers Ambience seekers Executives

CONCLUSION

Shopping centers represent a substantial slice of the Indian economy

and have rightly attracted considerable consumers.

Retailers in India have successfully aimed their marketing mixes at

different aspects of lifestyle. ‘Lifestyle refers to consumers’

In the India, women are becoming more involved with shopping.

New ideas have been presented in which shopping centers might

use varied marketing mixes to attract and satisfy customer segments.

Consumer behavior is complex and very often not considered

rational.

A further challenge will be consumer personalities which differ

across borders and also between and within regions.

About 3/4th of the Indian population is rural, so there seems to be

tremendous potential for rural retail.

References1. Segmenting Shoppers on their Behavior by Piyush Kumar Sinha, Associate

Professor, Indian Institute of Management, Ahmedabad, India

2. A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS ORGANIZED AND

UNORGANIZED RETAIL STORES IN BANGALORE CITY by- Lakshmi Narayana K

3. http://pantaloons.com

4. CBA class slides

5. Case study on Pantaloons

THANK YOU