We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Cluster and Conjoint Analysis of the Entry Level Brands in Casual Wear Market in India w.r.t. Product Attributes.
- Authors
Banerjee, Sougata; Agarwal, Nishtha
- Abstract
The market segmentation is mentioned as being one of the key elements of modern marketing and, Sir Philip Kotler and Armstrong define market segmentation as "dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes". This study aims to identify the different consumer segments amongst urban workingmen in India, using cluster analysis to identify the cluster size and the characteristics. Commercial success is possible only when companies understand the needs and wants of their customers- thus one strategy used to determine this is through conjoint analysis. It also helped in determining that the target segment attaches highest importance to price, followed by fabric and the least importance to fit.
- Subjects
INDIA; CLOTHING industry; PRODUCT attributes; MARKETING mix; CLUSTER analysis (Statistics); CONJOINT analysis
- Publication
Journal of Marketing & Communication, 2013, Vol 8, Issue 4, p44
- ISSN
0973-2330
- Publication type
Article