brand

[bonddonraj]

Segmentation classifies customers into groups which enables the retailers identify their target segment and provide the desired value. This paper is an attempt to group the customers and generate a profile of the revenue generating customer by identifying significant differences across lifestyle, demographic variables and information search. For this study, a scale for measuring the attitude, interest and opinion (AIO) for profiling the consumers of a single brand store is, specifically developed and tested for reliability. Implications for retailers are drawn and future research directions are indicated.