Published Paper Details:

Behavioral segmentation divides a population based on their behavior, the way the population respond to, use or know about a product. The different pattern in behavioral segmentation in India and all around world has created a tremendous prospects of Consumers. The purpose of this research is to enrich our knowledge of the Indian market and provide insights into how usage rate segmentation can be enhanced by select innovative perspectives of current offerings. The main objective of this research is to study the possibility, Perceived dissatisfaction, satisfaction, delight, Perceived usefulness and Perceived ease of usage rate on behavioral market segmentation by analyzing high usage, medium usage and low usage. The population of this research consisted of online and outlet shoppers from India. The sample of the study comprised of more than 40 online shoppers. Respondents belonged to different age groups, income groups and occupations. A pre � structured questionnaire was used to measure the factors influencing the respondent�s behavior to shop. Different possibilities and perceived dissatisfaction in terms of performance expectations influence consumers usage rate, brand loyalty, user status and occasion for any product or brand. The recommendations presented in this research may help foster growth of Indian retailing in future. The research findings revealed that perceived satisfaction and delight positively impact consumer�s attitude towards segmentation while perceived dissatisfaction and risk negatively impact consumer attitude towards product and brand and thus usage rate declines or ends.