Hybrid Segmentation of Omnichannel Grocery Customers in Cross-Channel Behaviour Context

Annetta Gunawan, Ujang Sumarwan, Lilik Noor Yuliati, Siti Jahroh, Brian Garda Muchardie


This study formulates the segmentation of grocery customers in the context of omnichannel, by using shopping motives as the main segmentation variables as they play an important role in generating cross-channel behavior. Additionally, the hybrid segmentation is also formulated using sociodemographic characteristics, search phase, and purchase phase as the behavioral variables. Analysis methods used in this quantitative research are cluster analysis, cross-tabulation, and multiple discriminant analysis to process the research data collected from 280 respondents via an online questionnaire. The sample is taken using a purposive sampling technique, with two criteria: customers who have made cross-channel purchases at grocery retailers and are decision-makers in shopping for household needs. The result generates three omnichannel grocery customer segments: the Risk Avoider who display cross-channel behavior due to their motives to avoid perceived risk when shopping online, the Pleasure Seeker who are driven by the motive to satisfy their pleasure through the shopping activity itself in displaying cross-channel behavior, and the Efficiency Suitor who display cross-channel behavior due to more rational shopping motives. For industry players, this research is expected to provide insight into the characteristics of each customer segment in terms of motivation, information seeking, and purchasing behavior as a guide in implementing relevant strategies for each segment. While for the academic aspect, this study contributes new information in the area of customer behavior in omnichannel marketing. It is very difficult to find specific investigations of omnichannel grocery retailers’ customer behavior based on shopping motives, sociodemographic characteristics, search phase, and purchase phase, therefore this study offers a novelty by generating the customer psychographic and behavioral profile of omnichannel grocery that have not been found in previous studies, especially in Indonesia as a representative of developing countries.


Keywords: omnichannel, segmentation, cross-channel behavior, grocery, shopping motives.


DOI: https://doi.org/10.55463/hkjss.issn.1021-3619.60.30


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