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Research Article | Open Access
Volume 14 2022 | None
A STUDY ON DETERMINING THE CUSTOMER LOYALTY THROUGH THE PSYCHO-GRAPHIC SEGMENTATION IN THE INDIAN ONLINE APPAREL BUYING
Dr.M.Sivakoti Reddy
Pages: 5229-5239
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.e35% of the business is coming from apparel products only. This study considered the customers who use online avenues for the apparels online purchase
Keywords
Psychographic Segmentation; Cognitive Bias, Customer Loyalty; Values and Life Styles; Indian Online Marketing.
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