Customer Profiling of Generation-Y Females Purchasing Handbags in Jammu

Abstract

This article emphasises on the concept of customer profiling in the handbag market of Jammu, the first step to finding and creating profitable customers is determining what drives profitability. Customer profiling gives competitive edge to the companies by generating their customer base to uncover those profit drivers using the knowledge of their customers, products, and markets. India’s population consists a major section of Generation-Y; about 60% of India’s population are young. In this article attention is given to the female shoppers. Female shoppers are considered as very dynamic and trend followers. Profiling of the generation-y female shoppers is done in this paper by using a well-structured uestionnaire and data were collected from 100 females from different areas of Jammu. Cross tabulation of data was done to determine relation between variables.