USING CORRESPONDENCE ANALYSIS TO MAP ONLINE PURCHASE CRITERIA OF DIFFERENT PRODUCT CATEGORIES.

This study aims to evaluate online product categories (electronics, apparels, personal care, kitchen appliances and stationery & school/offices supplies) association with key purchase criteria to illustrate the relative positioning of five product categories across specific purchase criteria. The study includes a sample of 600 respondents from three tier 2 cities of north India-Kota, Agra, and Jalandhar. Correspondence analysis was used to depict purchase criteria based comparative analysis of the top selling online product categories. The findings of the paper helps to reflect on three aspects - (i) similarity in the positioning of product categories, (ii) specific purchase criteria association with product categories and (iii) dominant purchase criteria. This study provides meaningful insights for multi-category players and market space aggregator to create an efficient/effective marketing programs for obtaining sustainable competitive advantage. The study also presents an opportunity to reflect on the efficacy of its current strategy and optimally reposition itself. Also, the study presents a meaningful ground for future researchers who wish to investigate the growing potential of e-tailing in small town India. [ABSTRACT FROM AUTHOR]