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What is Indian Hypermarket Shopper Typology about?

This study aimed to develop a typology of Indian hypermarket shoppers based on their shopping motivations. Through surveys of hypermarket and traditional store shoppers, the study identified three key motivations for hypermarket shopping: functional, recreational, and social. Based on levels of these motivations, four shopper segments were identified: utilitarians, maximizers, browsers, and enthusiasts. Maximizers, who are highly functionally and recreationally motivated, formed the largest segment. The stu

Author

Satadeep Datta

Language

EN