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Volume 1, Issue 2

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Volume 1, Issue 2

Motivations Based Segmentation of Indian Online Consumers


Devinder Pal Singh


Punjabi University Regional Centre for IT & Management, Mohali, Punjab, India


Internet proliferation coupled with growing disposable incomes has metamorphosed the Indian consumer behaviour. It has resulted in the emergence of myriad consumer segments. The extant literature is bereft of the knowledge on motives that drive the online consumer behaviour and the evolving online consumer segments. It mandates unravelling the motivations that shape the online consumer behaviour. More over it is necessary to identify the discernable consumer segments. This study aims to examine the underlying motivational structure driving the online consumer behaviour. Further, it intends to categorize Indian online consumers into discrete groups and develop an online consumer typology. The research employs exploratory factor analysis to understand the motivational structure. Hierarchical and K-means clustering are employed to cluster the consumers. It is envisaged that the findings of the study will aid marketers in targeting the consumers for achievement of their goals.


Online Shopping, Shopping Motivations, Novelty Seeking, Information Search, Utilitarian, Hedonic, Online Behaviour.

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