Life-Style Distinction Between Customers and Non-Customers of Sikkim Cymbidium

Abstract

For marketers, it is a vital to be able to differentiate customers from non-customers for their product. Sikkim a tiny Himalayan state in India is the home of globally known cymbidium orchids. It has been identified as a product that can boost local economy. In order to achieve this, it is important to formulate marketing strategies. One important input in strategy formulation is to prepare a customer profile. This is based on demographic, geographic and psychographic factors. This paper develops a customer profile purely on identified Activities, Interest and Opinions (AIO). Methodology involves collecting data from buyers and non-buyers of Cymbidium orchids about their life-style. Statements were framed on Likert scale (1-5). In all five variables have been tested. Final analysis is based on discriminant analysis. Results indicate a weak discriminant function but 90% respondents are correctly identified as buyers and non-buyers.