Market segmentation based on consumers' purchases and communications with electronic retailers: A study on low-interest product categories

The aim of the study is to determine the characteristics of consumers who shop online and also to work on low-involvement products according to the use and communication of purchasing channels of consumers who shop online. The population of the research consists of individuals residing in Erzurum province. The sampling was carried out by convenience sampling method. Data were collected from 300 people residing in Erzurum by using online survey method. Questionnaires were sent to the participants via e-mail and telephone messages by the researcher, and the data were analyzed using the SPSS 22.0 program in the analysis of the data set. Factor Analysis-Principles Components, Reliability Analysis-Cronbach Alpha, Cluster Analysis-Two Step, Correlation Analysis techniques were used to analyze the research data. Consumers were divided into four parts by cluster analysis, concentrating on the purchasing channels of online stores and the media touchpoints of mobile and pc. This cluster analysis was made according to psychographic and demographic characteristics. It is thought that this study on low-interest products will contribute to the literature