Vol. 2, Issue 2, Part L (2016)

Abstract
This paper attempts to identify the segmentation of online consumers during the purchases and difficulties faced were identified in the study. The online consumers were segmented based on their personalities and life styles can be understood through their behaviour which may differ in product preferences and their way of choosing products. Data were collected from 205 samples from Coimbatore city in which respondents who have purchased online were taken for the study to find out their personalities, values and life styles. The results show that the significance of online segmentation of consumers can further understand the internet market to a greater level and can target the online consumers to a greatest extent.