Understanding Retail Consumer Shopping Behaviour Using Rough Set Approach
India's market is consumer driven market The Indian consumer segment is broadly segregated into urban and rural markets, and is attracting marketers from across the world. India has a young demographic and a middle class with rising disposable income. India is a multi-culture country with high uncertain consumer behaviour. This study is an attempt to understand the complex Indian consumer's retail shopping behaviour in grocery segment. A total of 621 respondents of Chennai were collected in a well-structured questionnaire. Three level model is developed to analyse the consumer behaviour. Rough Set Theory, a new mathematical decision making tool is used to analyse the shopping behaviour. The behavioural traits are generated as rules. In general, Retailers need different formats for different towns and need to invest more resources to modify the departmental store appeal by offering quality service and money value to customer.
Year of publication: |
2016
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Authors: | Senthilnathan CR |
Published in: |
International Journal of Rough Sets and Data Analysis (IJRSDA). - IGI Global, ISSN 2334-4601, ZDB-ID 2798043-1. - Vol. 3.2016, 3 (01.07.), p. 38-50
|
Publisher: |
IGI Global |
Subject: | Chennai | Customer Relationship Management | Departmental Store | Retail Consumer Behaviour | Retailing | Retail Service Quality Model | Rough Set | Share of Wallet | Store Loyalty |
Saved in:
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