Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 5
September-October 2026

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Customer Segmentation using Clustering Techniques in Retail: a Narrative Literature Review

Author(s) Ms. KAVITA S, Dr. V. Kathiresan
Country India
Abstract Abstract
Purpose Customer segmentation is central to retail decision-making, and clustering-based approaches built on the RFM (Recency-Frequency-Monetary) framework are the dominant technique family used to derive it. This paper presents narrative literature review that synthesises research on clustering-based customer segmentation in retail, tracing the evolution of the RFM framework, by comparing clustering algorithms and validation methods, and surveying the deep emerging learning approaches.
Keywords Keywords customer segmentation · clustering · RFM analysis · K-Means · retail analytics · literature review
Field Computer > Data / Information
Published In Volume 7, Issue 5, September-October 2026
Published On 2026-10-04
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E-ISSN 3048-7641
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