Cluster Analysis of Young Online Consumers in Indian Context

Abstract

Indian online retail industry is growing at a scorching pace since last decade and expected to grow to become the largest online consumer market by 2025. In this context the present demography, which is clearly led by the youth at 65% of the total population, will play a vital role in the boost of online retail industry in India. This research aims at mapping the young Indian consumers with the application of cluster analysis. The study found two major types of consumer segments i.e. social and convenience oriented cluster (SCOC) and price and affordability conscious cluster (PACC). The study found that the majority of the consumers constituted the PACC segment dominated by the price sensitivity. The managerial implications and future scope of research were discussed in the research.