A Study on Determining the Customer Loyalty through the Psycho-Graphic Segmentation in the Indian Online Apparel Buying

Abstract

Indian online marketing is witnessing high growth with it’s competitive advantage over the traditional marketing. The raising literacy rate, penetration of the internet and the effective supply chain in both the rural and urban regions is one of the major factors which intensify the online marketing in India. Enormous products such as apparels, mobile phones, books, consumer electronics, footwear, jewellery, fashion accessories etc are seeking by the customers through online. According to the statistics it is observed that the major stake i.e 35% of the business is coming from apparel products only. This study considered the customers who use online avenues for the apparels online purchase. 

Furthermore, this research paper is emphasised to understand the role of market segmentation of the customers who are purchasing through online based on their psychographic profiles by using VALS which is the short form of Values and Lifestyles. VALS is a way of viewing people on the basis of their attitudes, needs, wants, beliefs and demographics. Moreover, this research work also emphasised to understand the role of cognitive bias with the customers’ psychographic segmentation as well as their loyalty towards the online marketing avenues. Finally, this research is intended to determine the moderating role of cognitive bias on customers psychographic segments such as, innovators, strivers, achievers, experiencers, survivors, believers, thinkers and makers over customer loyalty. The results of the study explored the moderating impact of cognitive bias over customer loyalty with respect to the psychographic segmentation of the customers.