Consumer buying behavior analysis: Gazelle.com

Abstract

Cyber-shopping or shopping through online media is growing by the minute. All countries, especially emerging economies are witnessing an addition of a humongous amount of users in this media through online portal, social forums and others. In the advent of such an activity, many companies have found a profitable channel in the form of online media. They are specifically using e-commerce to drive future growth. This is true for companies especially in the hi-tech and retail sector. We have taken a case of one such company – GAZELLE that serves its products to customers extensively through its e-commerce portal. We have limited the scope to the enterprise customers and would study their buying behavior exhibited by the clickstream data1 . As a part of deliverable, these enterprise customers would be segmented into certain groups, which can then be marketed in an effective manner.