Study of segmentation for the users of personal care products
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Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Independent Journal of Management & Production |
Texto Completo: | http://www.ijmp.jor.br/index.php/ijmp/article/view/1413 |
Resumo: | Person care products (PCP) occupies a major chunk of the market thus making it a largest consumer sector in India. Today due to the media influence, the consumers consider personal care products as a symbol of their life quality and self-image. The objective of this research is to study demographic profile of consumers in the field of personal care products and further segment them on the basis of their buying motive and product preference. A survey of 706 respondents was conducted with structured questionnaire. The questionnaire had demographic questions along with some specific questions to study and segment the consumer group of personal care products. The data was analysed using descriptive statistics and Clustering Analysis using SPSS V20. Clustering Method is used to study group of respondents based on different set of variables. The results of Clustering analysis reveal that marketing mix motives such as product, price, buying convenience, promotional offers and the buying and consumer value motives like quality, brand name, packaging, credibility, natural ingredients and past product experience, plays a vital role while purchasing Personal Care Products. |
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Study of segmentation for the users of personal care productsSegmentationDescriptiveResearchdesignNon-probabilityjudgmentalsamplingStructuredquestionnaireMarketingMix motivesPerson care products (PCP) occupies a major chunk of the market thus making it a largest consumer sector in India. Today due to the media influence, the consumers consider personal care products as a symbol of their life quality and self-image. The objective of this research is to study demographic profile of consumers in the field of personal care products and further segment them on the basis of their buying motive and product preference. A survey of 706 respondents was conducted with structured questionnaire. The questionnaire had demographic questions along with some specific questions to study and segment the consumer group of personal care products. The data was analysed using descriptive statistics and Clustering Analysis using SPSS V20. Clustering Method is used to study group of respondents based on different set of variables. The results of Clustering analysis reveal that marketing mix motives such as product, price, buying convenience, promotional offers and the buying and consumer value motives like quality, brand name, packaging, credibility, natural ingredients and past product experience, plays a vital role while purchasing Personal Care Products.Independent2021-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttp://www.ijmp.jor.br/index.php/ijmp/article/view/141310.14807/ijmp.v12i5.1413Independent Journal of Management & Production; Vol. 12 No. 5 (2021): Independent Journal of Management & Production; 1375-13932236-269X2236-269Xreponame:Independent Journal of Management & Productioninstname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)instacron:IJM&Penghttp://www.ijmp.jor.br/index.php/ijmp/article/view/1413/1837http://www.ijmp.jor.br/index.php/ijmp/article/view/1413/1838Copyright (c) 2021 Archana Y. Lahoti, Dhiraj Jainhttp://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessLahoti, Archana Y.Jain, Dhiraj2021-08-01T16:55:22Zoai:www.ijmp.jor.br:article/1413Revistahttp://www.ijmp.jor.br/PUBhttp://www.ijmp.jor.br/index.php/ijmp/oaiijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br||2236-269X2236-269Xopendoar:2021-08-01T16:55:22Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)false |
dc.title.none.fl_str_mv |
Study of segmentation for the users of personal care products |
title |
Study of segmentation for the users of personal care products |
spellingShingle |
Study of segmentation for the users of personal care products Lahoti, Archana Y. Segmentation Descriptive Research design Non-probability judgmental sampling Structured questionnaire Marketing Mix motives |
title_short |
Study of segmentation for the users of personal care products |
title_full |
Study of segmentation for the users of personal care products |
title_fullStr |
Study of segmentation for the users of personal care products |
title_full_unstemmed |
Study of segmentation for the users of personal care products |
title_sort |
Study of segmentation for the users of personal care products |
author |
Lahoti, Archana Y. |
author_facet |
Lahoti, Archana Y. Jain, Dhiraj |
author_role |
author |
author2 |
Jain, Dhiraj |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Lahoti, Archana Y. Jain, Dhiraj |
dc.subject.por.fl_str_mv |
Segmentation Descriptive Research design Non-probability judgmental sampling Structured questionnaire Marketing Mix motives |
topic |
Segmentation Descriptive Research design Non-probability judgmental sampling Structured questionnaire Marketing Mix motives |
description |
Person care products (PCP) occupies a major chunk of the market thus making it a largest consumer sector in India. Today due to the media influence, the consumers consider personal care products as a symbol of their life quality and self-image. The objective of this research is to study demographic profile of consumers in the field of personal care products and further segment them on the basis of their buying motive and product preference. A survey of 706 respondents was conducted with structured questionnaire. The questionnaire had demographic questions along with some specific questions to study and segment the consumer group of personal care products. The data was analysed using descriptive statistics and Clustering Analysis using SPSS V20. Clustering Method is used to study group of respondents based on different set of variables. The results of Clustering analysis reveal that marketing mix motives such as product, price, buying convenience, promotional offers and the buying and consumer value motives like quality, brand name, packaging, credibility, natural ingredients and past product experience, plays a vital role while purchasing Personal Care Products. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-08-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1413 10.14807/ijmp.v12i5.1413 |
url |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1413 |
identifier_str_mv |
10.14807/ijmp.v12i5.1413 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1413/1837 http://www.ijmp.jor.br/index.php/ijmp/article/view/1413/1838 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Archana Y. Lahoti, Dhiraj Jain http://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Archana Y. Lahoti, Dhiraj Jain http://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/html |
dc.publisher.none.fl_str_mv |
Independent |
publisher.none.fl_str_mv |
Independent |
dc.source.none.fl_str_mv |
Independent Journal of Management & Production; Vol. 12 No. 5 (2021): Independent Journal of Management & Production; 1375-1393 2236-269X 2236-269X reponame:Independent Journal of Management & Production instname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) instacron:IJM&P |
instname_str |
Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
instacron_str |
IJM&P |
institution |
IJM&P |
reponame_str |
Independent Journal of Management & Production |
collection |
Independent Journal of Management & Production |
repository.name.fl_str_mv |
Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
repository.mail.fl_str_mv |
ijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br|| |
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1797220493517914112 |