{"id":24460,"date":"2026-03-01T01:12:54","date_gmt":"2026-02-28T19:42:54","guid":{"rendered":"http:\/\/www.sachdevajk.in\/?p=24460"},"modified":"2026-03-01T01:12:54","modified_gmt":"2026-02-28T19:42:54","slug":"consumer-segmentation-based-on-online-shopping-behaviour-among-college-students","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=24460","title":{"rendered":"Consumer Segmentation Based on Online Shopping Behaviour Among College Students"},"content":{"rendered":"

Title: –\u00a0<\/b>Consumer Segmentation Based on Online Shopping Behaviour Among College Students<\/p>\n

Authors: \u00a0<\/b><\/p>\n

    \n
  1. Vinayak Garg<\/li>\n
  2. Bhavika Khemani<\/li>\n
  3. Divyansh Chechani<\/li>\n<\/ol>\n

    \u00a0<\/b><\/p>\n

    Introduction<\/b><\/p>\n

    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\u2019 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.<\/p>\n

    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.<\/p>\n

    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.<\/p>\n

    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.<\/p>\n

    \u00a0<\/b><\/p>\n

    Objectives of the Study<\/b><\/p>\n

    The main objectives of the study are:<\/p>\n

    1.\u00a0\u00a0\u00a0\u00a0\u00a0To examine the online shopping behaviour of college students.<\/p>\n

    2.\u00a0\u00a0\u00a0\u00a0\u00a0To identify the key factors influencing online purchase decisions using Factor Analysis.<\/p>\n

    3.\u00a0\u00a0\u00a0\u00a0\u00a0To reduce multiple behavioural variables into meaningful underlying dimensions.<\/p>\n

    4.\u00a0\u00a0\u00a0\u00a0\u00a0To segment college students into distinct groups based on their online shopping behaviour using Cluster Analysis.<\/p>\n

    5.\u00a0\u00a0\u00a0\u00a0\u00a0To analyze the demographic profile of each identified segment.<\/p>\n

    6.\u00a0\u00a0\u00a0\u00a0\u00a0To provide managerial implications for e-commerce platforms targeting the student market.<\/p>\n

    Data Collection Type:<\/b><\/p>\n

    1.\u00a0\u00a0\u00a0\u00a0\u00a0Factor Analysis<\/p>\n

    2.\u00a0\u00a0\u00a0\u00a0\u00a0Cluster Analysis<\/p>\n

    \u00a0<\/b><\/p>\n

    Data Analysis:<\/b><\/p>\n

    1.\u00a0\u00a0\u00a0\u00a0\u00a0Factor Analysis<\/p>\n

    \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0KMO and Bartlett’s Test<\/p>\n

    \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Variance Explained<\/p>\n

    \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Coefficient Matrice<\/p>\n

    2.\u00a0\u00a0\u00a0\u00a0\u00a0Cluster Analysis<\/p>\n

    \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Cluster<\/p>\n

    \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Method<\/p>\n

    \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Table of Member<\/p>\n

    \n\n\n\n\n\n\n\n\n\n
    Case Processing Summarya<\/sup><\/caption>\n
    Cases<\/th>\n<\/tr>\n
    Valid<\/th>\nMissing<\/th>\nTotal<\/th>\n<\/tr>\n
    N<\/th>\nPercent<\/th>\nN<\/th>\nPercent<\/th>\nN<\/th>\nPercent<\/th>\n<\/tr>\n<\/thead>\n
    73<\/td>\n100.0<\/td>\n0<\/td>\n.0<\/td>\n73<\/td>\n100.0<\/td>\n<\/tr>\n<\/tbody>\n
    a. Average Linkage (Between Groups)<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n

    \"\"<\/p>\n

    \"\"<\/p>\n

    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Initial Cluster Centers<\/caption>\n
    \u00a0<\/th>\nCluster<\/th>\n<\/tr>\n
    1<\/th>\n2<\/th>\n<\/tr>\n<\/thead>\n
    Icomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n5<\/td>\n1<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
    \n\n\n\n\n\n\n\n\n\n
    Iteration Historya<\/sup><\/caption>\n
    Iteration<\/th>\nChange in Cluster Centers<\/th>\n<\/tr>\n
    1<\/th>\n2<\/th>\n<\/tr>\n<\/thead>\n
    1<\/th>\n3.331<\/td>\n3.359<\/td>\n<\/tr>\n
    2<\/th>\n.000<\/td>\n.000<\/td>\n<\/tr>\n<\/tbody>\n
    \n

    a. Convergence achieved due to no or small change in cluster centers. The maximum absolute coordinate change for any center is .000. The current iteration is 2. The minimum distance between initial centers is 13.856.<\/p>\n

    \u00a0<\/p>\n

    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Final Cluster Centers<\/caption>\n
    \u00a0<\/th>\nCluster<\/th>\n<\/tr>\n
    1<\/th>\n2<\/th>\n<\/tr>\n<\/thead>\n
    Icomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n4<\/td>\n2<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n4<\/td>\n2<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n4<\/td>\n2<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n4<\/td>\n1<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n4<\/td>\n3<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n4<\/td>\n1<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n4<\/td>\n2<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n4<\/td>\n2<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n4<\/td>\n2<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n4<\/td>\n3<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n4<\/td>\n2<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n4<\/td>\n2<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n<\/div>\n
    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    ANOVA<\/caption>\n
    \u00a0<\/th>\nCluster<\/th>\nError<\/th>\nF<\/th>\nSig.<\/th>\n<\/tr>\n
    Mean Square<\/th>\ndf<\/th>\nMean Square<\/th>\ndf<\/th>\n<\/tr>\n<\/thead>\n
    Icomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n37.327<\/td>\n1<\/td>\n1.207<\/td>\n71<\/td>\n30.919<\/td>\n<.001<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n26.647<\/td>\n1<\/td>\n1.047<\/td>\n71<\/td>\n25.460<\/td>\n<.001<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n34.649<\/td>\n1<\/td>\n.779<\/td>\n71<\/td>\n44.488<\/td>\n<.001<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n60.802<\/td>\n1<\/td>\n.746<\/td>\n71<\/td>\n81.486<\/td>\n<.001<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n7.295<\/td>\n1<\/td>\n1.302<\/td>\n71<\/td>\n5.602<\/td>\n.021<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n57.041<\/td>\n1<\/td>\n.774<\/td>\n71<\/td>\n73.690<\/td>\n<.001<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n31.334<\/td>\n1<\/td>\n.890<\/td>\n71<\/td>\n35.209<\/td>\n<.001<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n20.035<\/td>\n1<\/td>\n1.298<\/td>\n71<\/td>\n15.440<\/td>\n<.001<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n30.728<\/td>\n1<\/td>\n1.023<\/td>\n71<\/td>\n30.044<\/td>\n<.001<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n21.372<\/td>\n1<\/td>\n.840<\/td>\n71<\/td>\n25.431<\/td>\n<.001<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n27.669<\/td>\n1<\/td>\n.978<\/td>\n71<\/td>\n28.284<\/td>\n<.001<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n30.127<\/td>\n1<\/td>\n.927<\/td>\n71<\/td>\n32.499<\/td>\n<.001<\/td>\n<\/tr>\n<\/tbody>\n
    \n

    The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be interpreted as tests of the hypothesis that the cluster means are equal.<\/p>\n

    \u00a0<\/p>\n

    \n\n\n\n\n\n\n
    Number of Cases in each Cluster<\/caption>\n
    Cluster<\/th>\n1<\/th>\n66.000<\/td>\n<\/tr>\n
    2<\/th>\n7.000<\/td>\n<\/tr>\n
    Valid<\/th>\n73.000<\/td>\n<\/tr>\n
    Missing<\/th>\n.000<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
    \u00a0<\/div>\n<\/div>\n
    \n
    \n\n<\/thead>\n\n\n\n\n\n
    KMO and Bartlett’s Test<\/caption>\n
    Kaiser-Meyer-Olkin Measure of Sampling Adequacy.<\/th>\n.863<\/td>\n<\/tr>\n
    Bartlett’s Test of Sphericity<\/th>\nApprox. Chi-Square<\/th>\n484.609<\/td>\n<\/tr>\n
    df<\/th>\n66<\/td>\n<\/tr>\n
    Sig.<\/th>\n<.001<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Communalities<\/caption>\n
    \u00a0<\/th>\nInitial<\/th>\nExtraction<\/th>\n<\/tr>\n<\/thead>\n
    Icomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n1.000<\/td>\n.812<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n1.000<\/td>\n.797<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n1.000<\/td>\n.677<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n1.000<\/td>\n.752<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n1.000<\/td>\n.515<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n1.000<\/td>\n.761<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n1.000<\/td>\n.764<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n1.000<\/td>\n.471<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n1.000<\/td>\n.619<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n1.000<\/td>\n.789<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n1.000<\/td>\n.724<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n1.000<\/td>\n.652<\/td>\n<\/tr>\n<\/tbody>\n
    Extraction Method: Principal Component Analysis.<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n
    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Total Variance Explained<\/caption>\n
    Component<\/th>\nInitial Eigenvalues<\/th>\nExtraction Sums of Squared Loadings<\/th>\n<\/tr>\n
    Total<\/th>\n% of Variance<\/th>\nCumulative %<\/th>\nTotal<\/th>\n% of Variance<\/th>\nCumulative %<\/th>\n<\/tr>\n<\/thead>\n
    1<\/th>\n6.222<\/td>\n51.852<\/td>\n51.852<\/td>\n6.222<\/td>\n51.852<\/td>\n51.852<\/td>\n<\/tr>\n
    2<\/th>\n1.096<\/td>\n9.131<\/td>\n60.983<\/td>\n1.096<\/td>\n9.131<\/td>\n60.983<\/td>\n<\/tr>\n
    3<\/th>\n1.015<\/td>\n8.456<\/td>\n69.439<\/td>\n1.015<\/td>\n8.456<\/td>\n69.439<\/td>\n<\/tr>\n
    4<\/th>\n.783<\/td>\n6.524<\/td>\n75.963<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n
    5<\/th>\n.680<\/td>\n5.664<\/td>\n81.626<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n
    6<\/th>\n.435<\/td>\n3.627<\/td>\n85.253<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n
    7<\/th>\n.424<\/td>\n3.536<\/td>\n88.790<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n
    8<\/th>\n.352<\/td>\n2.937<\/td>\n91.727<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n
    9<\/th>\n.326<\/td>\n2.720<\/td>\n94.447<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n
    10<\/th>\n.307<\/td>\n2.560<\/td>\n97.007<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n
    11<\/th>\n.220<\/td>\n1.834<\/td>\n98.841<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n
    12<\/th>\n.139<\/td>\n1.159<\/td>\n100.000<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n<\/tbody>\n
    Extraction Method: Principal Component Analysis.<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n
    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Component Matrixa<\/sup><\/caption>\n
    \u00a0<\/th>\nComponent<\/th>\n<\/tr>\n
    1<\/th>\n2<\/th>\n3<\/th>\n<\/tr>\n<\/thead>\n
    Icomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n.602<\/td>\n.186<\/td>\n.644<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n.613<\/td>\n.453<\/td>\n.465<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n.774<\/td>\n-.275<\/td>\n-.049<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n.758<\/td>\n.318<\/td>\n-.277<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n.628<\/td>\n-.337<\/td>\n-.081<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n.807<\/td>\n.261<\/td>\n-.203<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n.779<\/td>\n-.394<\/td>\n.043<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n.678<\/td>\n.073<\/td>\n-.077<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n.710<\/td>\n-.333<\/td>\n-.068<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n.719<\/td>\n.371<\/td>\n-.365<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n.738<\/td>\n-.295<\/td>\n.304<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n.796<\/td>\n.036<\/td>\n-.133<\/td>\n<\/tr>\n<\/tbody>\n
    Extraction Method: Principal Component Analysis.<\/td>\n<\/tr>\n
    a. 3 components extracted.<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n

    \u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n

    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Anti-image Matrices<\/caption>\n
    \u00a0<\/th>\nIcomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\nDiscountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\nItrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\nIamconcernedaboutproductqualitywhenshoppingonline<\/th>\nIpreferonlineshoppingbecauseitsavestime<\/th>\nFastdeliveryisanimportantfactorinmypurchasedecision<\/th>\nSocialmediaadvertisementsinfluencemyonlinepurchases<\/th>\nInfluencerrecommendationsaffectmybuyingdecisions<\/th>\nIpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\nEasyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\nIfrequentlyshoponlineduringsaleseasons<\/th>\nIpreferbuyingbrandedproductswhenshoppingonline<\/th>\n<\/tr>\n<\/thead>\n
    Anti-image Covariance<\/th>\nIcomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n.473<\/td>\n-.251<\/td>\n-.025<\/td>\n.082<\/td>\n.028<\/td>\n-.118<\/td>\n-.025<\/td>\n.121<\/td>\n-.015<\/td>\n.000<\/td>\n-.117<\/td>\n.013<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n-.251<\/td>\n.489<\/td>\n.032<\/td>\n-.086<\/td>\n-.043<\/td>\n.061<\/td>\n.037<\/td>\n-.131<\/td>\n.029<\/td>\n-.036<\/td>\n-.009<\/td>\n-.039<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n-.025<\/td>\n.032<\/td>\n.348<\/td>\n-.090<\/td>\n.014<\/td>\n.066<\/td>\n-.139<\/td>\n-.001<\/td>\n-.087<\/td>\n-.058<\/td>\n-.072<\/td>\n-.015<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n.082<\/td>\n-.086<\/td>\n-.090<\/td>\n.279<\/td>\n.074<\/td>\n-.151<\/td>\n.023<\/td>\n.099<\/td>\n-.005<\/td>\n-.109<\/td>\n-.052<\/td>\n-.031<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n.028<\/td>\n-.043<\/td>\n.014<\/td>\n.074<\/td>\n.574<\/td>\n-.041<\/td>\n-.097<\/td>\n-.020<\/td>\n-.162<\/td>\n-.064<\/td>\n.001<\/td>\n-.037<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n-.118<\/td>\n.061<\/td>\n.066<\/td>\n-.151<\/td>\n-.041<\/td>\n.274<\/td>\n-.044<\/td>\n-.115<\/td>\n-.054<\/td>\n-.042<\/td>\n.049<\/td>\n-.031<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n-.025<\/td>\n.037<\/td>\n-.139<\/td>\n.023<\/td>\n-.097<\/td>\n-.044<\/td>\n.342<\/td>\n-.047<\/td>\n-.006<\/td>\n.055<\/td>\n-.077<\/td>\n-.080<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n.121<\/td>\n-.131<\/td>\n-.001<\/td>\n.099<\/td>\n-.020<\/td>\n-.115<\/td>\n-.047<\/td>\n.473<\/td>\n.046<\/td>\n-.080<\/td>\n-.103<\/td>\n-.083<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n-.015<\/td>\n.029<\/td>\n-.087<\/td>\n-.005<\/td>\n-.162<\/td>\n-.054<\/td>\n-.006<\/td>\n.046<\/td>\n.492<\/td>\n-.021<\/td>\n-.084<\/td>\n.005<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n.000<\/td>\n-.036<\/td>\n-.058<\/td>\n-.109<\/td>\n-.064<\/td>\n-.042<\/td>\n.055<\/td>\n-.080<\/td>\n-.021<\/td>\n.407<\/td>\n.073<\/td>\n-.064<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n-.117<\/td>\n-.009<\/td>\n-.072<\/td>\n-.052<\/td>\n.001<\/td>\n.049<\/td>\n-.077<\/td>\n-.103<\/td>\n-.084<\/td>\n.073<\/td>\n.412<\/td>\n-.031<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n.013<\/td>\n-.039<\/td>\n-.015<\/td>\n-.031<\/td>\n-.037<\/td>\n-.031<\/td>\n-.080<\/td>\n-.083<\/td>\n.005<\/td>\n-.064<\/td>\n-.031<\/td>\n.420<\/td>\n<\/tr>\n
    Anti-image Correlation<\/th>\nIcomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n.756a<\/sup><\/td>\n-.523<\/td>\n-.063<\/td>\n.225<\/td>\n.054<\/td>\n-.327<\/td>\n-.062<\/td>\n.257<\/td>\n-.031<\/td>\n-.001<\/td>\n-.265<\/td>\n.029<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n-.523<\/td>\n.799a<\/sup><\/td>\n.077<\/td>\n-.233<\/td>\n-.081<\/td>\n.167<\/td>\n.090<\/td>\n-.273<\/td>\n.059<\/td>\n-.080<\/td>\n-.019<\/td>\n-.086<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n-.063<\/td>\n.077<\/td>\n.879a<\/sup><\/td>\n-.289<\/td>\n.032<\/td>\n.213<\/td>\n-.403<\/td>\n-.002<\/td>\n-.211<\/td>\n-.154<\/td>\n-.191<\/td>\n-.039<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n.225<\/td>\n-.233<\/td>\n-.289<\/td>\n.797a<\/sup><\/td>\n.186<\/td>\n-.547<\/td>\n.076<\/td>\n.272<\/td>\n-.012<\/td>\n-.323<\/td>\n-.153<\/td>\n-.089<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n.054<\/td>\n-.081<\/td>\n.032<\/td>\n.186<\/td>\n.896a<\/sup><\/td>\n-.104<\/td>\n-.218<\/td>\n-.038<\/td>\n-.304<\/td>\n-.133<\/td>\n.002<\/td>\n-.076<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n-.327<\/td>\n.167<\/td>\n.213<\/td>\n-.547<\/td>\n-.104<\/td>\n.827a<\/sup><\/td>\n-.144<\/td>\n-.320<\/td>\n-.148<\/td>\n-.125<\/td>\n.146<\/td>\n-.091<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n-.062<\/td>\n.090<\/td>\n-.403<\/td>\n.076<\/td>\n-.218<\/td>\n-.144<\/td>\n.891a<\/sup><\/td>\n-.116<\/td>\n-.016<\/td>\n.147<\/td>\n-.206<\/td>\n-.210<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n.257<\/td>\n-.273<\/td>\n-.002<\/td>\n.272<\/td>\n-.038<\/td>\n-.320<\/td>\n-.116<\/td>\n.828a<\/sup><\/td>\n.095<\/td>\n-.182<\/td>\n-.233<\/td>\n-.186<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n-.031<\/td>\n.059<\/td>\n-.211<\/td>\n-.012<\/td>\n-.304<\/td>\n-.148<\/td>\n-.016<\/td>\n.095<\/td>\n.921a<\/sup><\/td>\n-.047<\/td>\n-.185<\/td>\n.011<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n-.001<\/td>\n-.080<\/td>\n-.154<\/td>\n-.323<\/td>\n-.133<\/td>\n-.125<\/td>\n.147<\/td>\n-.182<\/td>\n-.047<\/td>\n.902a<\/sup><\/td>\n.179<\/td>\n-.154<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n-.265<\/td>\n-.019<\/td>\n-.191<\/td>\n-.153<\/td>\n.002<\/td>\n.146<\/td>\n-.206<\/td>\n-.233<\/td>\n-.185<\/td>\n.179<\/td>\n.894a<\/sup><\/td>\n-.075<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n.029<\/td>\n-.086<\/td>\n-.039<\/td>\n-.089<\/td>\n-.076<\/td>\n-.091<\/td>\n-.210<\/td>\n-.186<\/td>\n.011<\/td>\n-.154<\/td>\n-.075<\/td>\n.957a<\/sup><\/td>\n<\/tr>\n<\/tbody>\n
    a. Measures of Sampling Adequacy(MSA)<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n
    \n
    \n
    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Correlation Matrix<\/caption>\n
    \u00a0<\/th>\nIcomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\nDiscountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\nItrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\nIamconcernedaboutproductqualitywhenshoppingonline<\/th>\nIpreferonlineshoppingbecauseitsavestime<\/th>\nFastdeliveryisanimportantfactorinmypurchasedecision<\/th>\nSocialmediaadvertisementsinfluencemyonlinepurchases<\/th>\nInfluencerrecommendationsaffectmybuyingdecisions<\/th>\nIpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\nEasyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\nIfrequentlyshoponlineduringsaleseasons<\/th>\nIpreferbuyingbrandedproductswhenshoppingonline<\/th>\n<\/tr>\n<\/thead>\n
    Correlation<\/th>\nIcomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n1.000<\/td>\n.602<\/td>\n.385<\/td>\n.347<\/td>\n.286<\/td>\n.469<\/td>\n.411<\/td>\n.272<\/td>\n.367<\/td>\n.310<\/td>\n.504<\/td>\n.373<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n.602<\/td>\n1.000<\/td>\n.330<\/td>\n.446<\/td>\n.293<\/td>\n.433<\/td>\n.320<\/td>\n.440<\/td>\n.282<\/td>\n.430<\/td>\n.411<\/td>\n.441<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n.385<\/td>\n.330<\/td>\n1.000<\/td>\n.592<\/td>\n.416<\/td>\n.488<\/td>\n.699<\/td>\n.408<\/td>\n.588<\/td>\n.497<\/td>\n.629<\/td>\n.559<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n.347<\/td>\n.446<\/td>\n.592<\/td>\n1.000<\/td>\n.298<\/td>\n.744<\/td>\n.452<\/td>\n.379<\/td>\n.474<\/td>\n.687<\/td>\n.452<\/td>\n.573<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n.286<\/td>\n.293<\/td>\n.416<\/td>\n.298<\/td>\n1.000<\/td>\n.445<\/td>\n.532<\/td>\n.413<\/td>\n.537<\/td>\n.393<\/td>\n.401<\/td>\n.464<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n.469<\/td>\n.433<\/td>\n.488<\/td>\n.744<\/td>\n.445<\/td>\n1.000<\/td>\n.535<\/td>\n.553<\/td>\n.521<\/td>\n.651<\/td>\n.441<\/td>\n.617<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n.411<\/td>\n.320<\/td>\n.699<\/td>\n.452<\/td>\n.532<\/td>\n.535<\/td>\n1.000<\/td>\n.508<\/td>\n.546<\/td>\n.385<\/td>\n.645<\/td>\n.614<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n.272<\/td>\n.440<\/td>\n.408<\/td>\n.379<\/td>\n.413<\/td>\n.553<\/td>\n.508<\/td>\n1.000<\/td>\n.345<\/td>\n.483<\/td>\n.476<\/td>\n.578<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n.367<\/td>\n.282<\/td>\n.588<\/td>\n.474<\/td>\n.537<\/td>\n.521<\/td>\n.546<\/td>\n.345<\/td>\n1.000<\/td>\n.432<\/td>\n.537<\/td>\n.469<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n.310<\/td>\n.430<\/td>\n.497<\/td>\n.687<\/td>\n.393<\/td>\n.651<\/td>\n.385<\/td>\n.483<\/td>\n.432<\/td>\n1.000<\/td>\n.325<\/td>\n.572<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n.504<\/td>\n.411<\/td>\n.629<\/td>\n.452<\/td>\n.401<\/td>\n.441<\/td>\n.645<\/td>\n.476<\/td>\n.537<\/td>\n.325<\/td>\n1.000<\/td>\n.526<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n.373<\/td>\n.441<\/td>\n.559<\/td>\n.573<\/td>\n.464<\/td>\n.617<\/td>\n.614<\/td>\n.578<\/td>\n.469<\/td>\n.572<\/td>\n.526<\/td>\n1.000<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Covariance Matrix<\/caption>\n
    \u00a0<\/th>\nIcomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\nDiscountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\nItrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\nIamconcernedaboutproductqualitywhenshoppingonline<\/th>\nIpreferonlineshoppingbecauseitsavestime<\/th>\nFastdeliveryisanimportantfactorinmypurchasedecision<\/th>\nSocialmediaadvertisementsinfluencemyonlinepurchases<\/th>\nInfluencerrecommendationsaffectmybuyingdecisions<\/th>\nIpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\nEasyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\nIfrequentlyshoponlineduringsaleseasons<\/th>\nIpreferbuyingbrandedproductswhenshoppingonline<\/th>\n<\/tr>\n<\/thead>\n
    Icomparepricesacrossmultiplewebsitesbeforemakingapurcha<\/th>\n1.709<\/td>\n.932<\/td>\n.563<\/td>\n.570<\/td>\n.439<\/td>\n.764<\/td>\n.616<\/td>\n.443<\/td>\n.576<\/td>\n.430<\/td>\n.766<\/td>\n.563<\/td>\n<\/tr>\n
    Discountsandpromotionaloffersstronglyinfluencemypurchase<\/th>\n.932<\/td>\n1.402<\/td>\n.436<\/td>\n.665<\/td>\n.408<\/td>\n.639<\/td>\n.434<\/td>\n.650<\/td>\n.400<\/td>\n.540<\/td>\n.565<\/td>\n.603<\/td>\n<\/tr>\n
    Itrustonlinereviewsandratingsbeforebuyingaproduct<\/th>\n.563<\/td>\n.436<\/td>\n1.249<\/td>\n.832<\/td>\n.547<\/td>\n.681<\/td>\n.895<\/td>\n.568<\/td>\n.787<\/td>\n.590<\/td>\n.816<\/td>\n.721<\/td>\n<\/tr>\n
    Iamconcernedaboutproductqualitywhenshoppingonline<\/th>\n.570<\/td>\n.665<\/td>\n.832<\/td>\n1.580<\/td>\n.441<\/td>\n1.167<\/td>\n.651<\/td>\n.595<\/td>\n.714<\/td>\n.916<\/td>\n.661<\/td>\n.832<\/td>\n<\/tr>\n
    Ipreferonlineshoppingbecauseitsavestime<\/th>\n.439<\/td>\n.408<\/td>\n.547<\/td>\n.441<\/td>\n1.385<\/td>\n.653<\/td>\n.718<\/td>\n.607<\/td>\n.757<\/td>\n.491<\/td>\n.548<\/td>\n.630<\/td>\n<\/tr>\n
    Fastdeliveryisanimportantfactorinmypurchasedecision<\/th>\n.764<\/td>\n.639<\/td>\n.681<\/td>\n1.167<\/td>\n.653<\/td>\n1.556<\/td>\n.764<\/td>\n.861<\/td>\n.778<\/td>\n.861<\/td>\n.639<\/td>\n.889<\/td>\n<\/tr>\n
    Socialmediaadvertisementsinfluencemyonlinepurchases<\/th>\n.616<\/td>\n.434<\/td>\n.895<\/td>\n.651<\/td>\n.718<\/td>\n.764<\/td>\n1.313<\/td>\n.727<\/td>\n.750<\/td>\n.467<\/td>\n.858<\/td>\n.812<\/td>\n<\/tr>\n
    Influencerrecommendationsaffectmybuyingdecisions<\/th>\n.443<\/td>\n.650<\/td>\n.568<\/td>\n.595<\/td>\n.607<\/td>\n.861<\/td>\n.727<\/td>\n1.558<\/td>\n.516<\/td>\n.640<\/td>\n.691<\/td>\n.832<\/td>\n<\/tr>\n
    IpreferdigitalpaymentmethodsUPIcardswalletsovercash<\/th>\n.576<\/td>\n.400<\/td>\n.787<\/td>\n.714<\/td>\n.757<\/td>\n.778<\/td>\n.750<\/td>\n.516<\/td>\n1.435<\/td>\n.549<\/td>\n.747<\/td>\n.649<\/td>\n<\/tr>\n
    Easyreturnandrefundpoliciesinfluencemychoiceofplatform<\/th>\n.430<\/td>\n.540<\/td>\n.590<\/td>\n.916<\/td>\n.491<\/td>\n.861<\/td>\n.467<\/td>\n.640<\/td>\n.549<\/td>\n1.126<\/td>\n.401<\/td>\n.701<\/td>\n<\/tr>\n
    Ifrequentlyshoponlineduringsaleseasons<\/th>\n.766<\/td>\n.565<\/td>\n.816<\/td>\n.661<\/td>\n.548<\/td>\n.639<\/td>\n.858<\/td>\n.691<\/td>\n.747<\/td>\n.401<\/td>\n1.349<\/td>\n.705<\/td>\n<\/tr>\n
    Ipreferbuyingbrandedproductswhenshoppingonline<\/th>\n.563<\/td>\n.603<\/td>\n.721<\/td>\n.832<\/td>\n.630<\/td>\n.889<\/td>\n.812<\/td>\n.832<\/td>\n.649<\/td>\n.701<\/td>\n.705<\/td>\n1.333<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n

    \u00a0<\/p>\n<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Title: –\u00a0Consumer Segmentation Based on Online Shopping Behaviour Among College Students Authors: \u00a0 Vinayak Garg Bhavika Khemani Divyansh Chechani \u00a0 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… Continue reading Consumer Segmentation Based on Online Shopping Behaviour Among College Students<\/span><\/a><\/p>\n","protected":false},"author":140187,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-24460","post","type-post","status-publish","format-standard","hentry","category-uncategorized","entry"],"_links":{"self":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24460","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/users\/140187"}],"replies":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=24460"}],"version-history":[{"count":1,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24460\/revisions"}],"predecessor-version":[{"id":24461,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24460\/revisions\/24461"}],"wp:attachment":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=24460"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=24460"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=24460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}