Multidimensional Segments among Children in Urban Indian Families

Authors

  •   Sunil Dhondopant Doke Director, Vishwakarma Sahajeevan Institute of Management, Khed, Maharashtra
  •   Sarang Shankar Bhola Associate Professor, Karmaveer Bhaurao Patil Institute of Management Studies and Research, Satara, Maharashtra

DOI:

https://doi.org/10.17010/ijom/2013/v43/i5/36384

Keywords:

Market Segmentation, Psychographics, Urban Children, Factor Analysis, Cluster Analysis, Discriminant Analysis, Purchase Decision, Influencers.

Abstract

A multidimensional segmentation procedure was run on 276 cases using Factor Analysis and Cluster Analysis that produced 24 segments among the children in urban India as per their user class of Lifestyle goods, Lifestyle, Personality and Media Exposure. A Discriminant Analysis was also conducted to predict whether children from urban families were influencing their parents' purchase decisions of lifestyle goods or not. Predictor variables used for the Discriminant analysis are Self knowledge, Past influence, Newspaper preference, and Self driven score. Significant mean differences were observed for all the predictors on the DV. While the log determinants are quite similar, the discriminate function revealed a significant association between groups and all predictors, accounting for 78.85% of between group variability. The cross-validated classification showed that overall, 100% respondents were correctly classified. The study was carried out during 2008 to 2010.

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Published

2013-05-25

How to Cite

Doke, S. D., & Bhola, S. S. (2013). Multidimensional Segments among Children in Urban Indian Families. Indian Journal of Marketing, 43(5), 24–33. https://doi.org/10.17010/ijom/2013/v43/i5/36384

Issue

Volume 43, Issue 5, May 2013

Section

Articles
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Europe PMC

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