What is it about?

While marketers want to drive higher repurchases for better business sustainability, repeat shopping experiences may change customer perceptions of the online channel, resulting in the emergence of new segment typologies. Therefore, the purpose of this paper is to explore the segmentation of online clothing shoppers using a repeat online clothing shopper base. Further, it analyses segment positions in a perceptual space to derive relevant positioning insights for the various segments

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Why is it important?

This is one of the first studies of its kind in India, which explores the segmentation of repeat online clothing shoppers in India using dual bases. Another distinctive feature of the study is its use of the perceptual mapping technique to draw inferences about factors that differentiate multi-segment buying behaviour

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This page is a summary of: Evolving segments of online clothing buyers: an emerging market study, Journal of Advances in Management Research, October 2018, Emerald,
DOI: 10.1108/jamr-12-2017-0121.
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