This document discusses segmentation of shopping behavior through a case study of Pantaloons retail. It identifies different shopper segments based on demographics and motivations for buying. Key segments include authoritative women, variety seekers, budget conscious men, and family buyers. The customer journey is mapped from search to purchase. Factors influencing different stages include store location, displays, salespeople, and after-sales service. The conclusion recommends tailored marketing mixes to attract different segments based on their lifestyles and shopping personalities. Rural areas in India also provide potential for retail growth given the large rural population.

1. Segmentation
on Shopping
Behavior
Case Study Reference
Pantaloons , IIMA Case report 2012
Presented By: Rajeev Kumar Sahil Jain

2. INTRO
Segmentation is a more focused subset of market
segmentation that identifies and analyses the specific behavioral
patterns of consumer groups, enabling vendors to know their
customers better and to target their marketing strategies more
precisely.

3. WHY
people
Buy?
WHAT
motivates
Them?
• Self Esteem
• Need
• Want
• Loneliness
• Affection
• To try
something
new

4. BUYERS PERSONA
• Shanaya Kapoor
• 24 yrs
• Single &
Independent
• Loves shopping
• Working
Professional

5. BUYERS JOURNEY
Working
Professional
Looking for a
apparel
Searches for
Particular
Department
Select particular
combination/trail
Purchase items &
Get discounts
Customer
Delight
Invited for an Event
Visits Pantaloons
store

6. CUSTOMER JOURNEY MAP
Search to Experience

7. … AND
YOU’RE
DONE!
Gets to know
through website,
app and Google
search.
Reaches the store
by searching
through Google
maps.
Shops
according to
his needs.
Gets after Sales
Service and
Satisfaction.

8. Shopper Segments
Authoritative
Women, Visit cosmetics, durables
Grocery & Medicine store, seek
favor & discount, Could be
spokesperson
Adjusting
Men, Visit music, book & shoe
store, Opportunity to placate
Ambience Seeker
Men, Clear Point of Purchase
Communication And High end
display merchandise
Variety Seeker
Maximize return on expenditure,
visit all type of store, dissonance
reducing behavior

9. Budget Conscious
Men, Switch brand, Focus on price
tag
Bargain Seeker
Maximize value driven, mainly durable
store, negotiate price, adjustment for
bulk purchase
Involved
Quality, Check Performance, Consult,
Deal in card, gift, durable etc., post-
purchase communication
Impulsive
Enhanced visibility, accessibility,
women, buy at counter
List Driven
Purposive, Availability of product,
Mainly in grocery and medicine
store
Hurried
Quick service, proactive
salesperson, mostly women,
neat display

10. Family Buyer
Good Merchandise mix, service home
delivery, buy products in bulk for self
Brand Conscious
Maximum satisfaction driven,
mainly apparel, cosmetic store,
synergy with store experience
and brand imagery
Quality Conscious
Performance guaranteed, proof of
reliability, demonstration required,
Reference can be required
Inquirer
Try to gain info, mostly alone
men, mainly in durable outlets,
Convenient location
Consultative
Seek advice with accompanied
and intrusive salesperson, Take
time for final decision
Infrequent
Move hesitatingly,
neatly display merchandise,
clear signage, mainly
prospects

12. Segmentation Based Shopping Behavior
Hobby Shoppers Authoritative Women
Fashion Shoppers Variety Seekers Young, Male/Female
Casual Shoppers Impulsive Young, Male
Occasional Shoppers Involved Female
Family Shoppers with
Children
Family buyers Married with children
Loyal Shoppers Brand Conscious Working male and female
Redeem shoppers Ambience seekers Executives

13. CONCLUSION
Shopping centers represent a substantial slice of the Indian economy
and have rightly attracted considerable consumers.
Retailers in India have successfully aimed their marketing mixes at
different aspects of lifestyle. ‘Lifestyle refers to consumers’
In the India, women are becoming more involved with shopping.

14. New ideas have been presented in which shopping centers might
use varied marketing mixes to attract and satisfy customer segments.
Consumer behavior is complex and very often not considered
rational.
 A further challenge will be consumer personalities which differ
across borders and also between and within regions.
About 3/4th of the Indian population is rural, so there seems to be
tremendous potential for rural retail.

15. References
1. Segmenting Shoppers on their Behavior by Piyush Kumar Sinha, Associate
Professor, Indian Institute of Management, Ahmedabad, India
2. A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS ORGANIZED AND
UNORGANIZED RETAIL STORES IN BANGALORE CITY by- Lakshmi Narayana K
3. http://pantaloons.com
4. CBA class slides
5. Case study on Pantaloons

16. THANK YOU