Segmentation Analysis of Retail Store Customer Based on Impulse Buying Factors and Demographic Profile: Case Study on Matahari and Ramayana in Malang City, Indonesia

Abstract

The decline in retail growth currently raises many new challenges. It makes some retailers close their offline outlets. This causes all retail business players to need to understand their consumer behavior. One of the consumer behavior is impulse buying, which is 62% in every consumer shopping activity. This research aims to create a customer mapping based on demographic aspects and impulse buying factors retail brands in Malang City. In this study involving 2 retail objects, namely Matahari with a total sample of 213 respondents and Ramayana with a total sample of 168 respondents. The analytical tools in this study use cluster analysis, cross tabulation, and multidimensional scaling. The results of this study found that there were 4 clusters for each research object. Matahari has 4 clusters namely Picky Impulsive Segment, Seasonal Impulsive Segment, Hyper-impulsive Segment, and A Fashionable Segment. Ramayana also has 4 clusters namely Convenience Focus Impulsive Segment, Simple Impulsive Segment, Hyper-impulsive Segment, Un-Impulsive Segment.