A consumer behaviour investigation in search engine utilization through behavioural segmentation approach

This paper studies explores web search behavior among procurement officers based on their profile in playing online game. By understanding how people search, companies will better target their market through better suited contents in blogs, websites and social media. The study was conducted using in-depth interview and observation. The data was collected using purposive sampling method, then analyzed using content analysis. The research concluded 1) a segmentation based on their behaviour in playing online games (gamers segmentation); 2) search behaviour patterns based on the gamers segmentations.