Consumer Segmentation Based on Online Shopping Behaviour Among College Students

Title: – Consumer Segmentation Based on Online Shopping Behaviour Among College Students

Authors:  

1. Vinayak Garg
2. Bhavika Khemani
3. Divyansh Chechani

 

Introduction

The rapid growth of e-commerce has significantly transformed the purchasing behaviour of consumers, especially among young adults and college students. With the increasing penetration of the internet, smartphones, and digital payment systems, online shopping has become an integral part of students’ daily lives. E-commerce platforms such as Amazon and Flipkart have made products easily accessible, offering competitive pricing, convenience, variety, and promotional offers that strongly attract the student segment.

College students represent a unique and dynamic consumer group. They are highly exposed to digital marketing, social media influence, peer recommendations, and online reviews. At the same time, they are often price-sensitive due to limited income or dependence on pocket money. Their purchasing decisions may be influenced by various factors such as discounts, brand reputation, delivery speed, trust in online platforms, ease of return policies, and digital payment convenience.

However, not all students exhibit similar online shopping behaviour. Some may prioritize low prices and discounts, while others may focus on brand value or convenience. Therefore, treating college students as a homogeneous group may not provide accurate marketing insights. This highlights the need for consumer segmentation based on behavioural characteristics.

This study aims to identify the underlying factors influencing online shopping behaviour among college students using Factor Analysis and to classify students into distinct segments using Cluster Analysis. The findings of this research will help marketers and e-commerce platforms design targeted strategies tailored to specific student segments, thereby improving customer satisfaction and marketing effectiveness.

 

Objectives of the Study

The main objectives of the study are:

1.     To examine the online shopping behaviour of college students.

2.     To identify the key factors influencing online purchase decisions using Factor Analysis.

3.     To reduce multiple behavioural variables into meaningful underlying dimensions.

4.     To segment college students into distinct groups based on their online shopping behaviour using Cluster Analysis.

5.     To analyze the demographic profile of each identified segment.

6.     To provide managerial implications for e-commerce platforms targeting the student market.

Data Collection Type:

1.     Factor Analysis

2.     Cluster Analysis

 

Data Analysis:

1.     Factor Analysis

·       KMO and Bartlett’s Test

·       Variance Explained

·       Coefficient Matrice

2.     Cluster Analysis

·       Cluster

·       Method

·       Table of Member