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    Retail Shopper Behaviour: Unit 5

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    Vinod Reddy
    This document discusses retail shopper behavior and consumer decision making. It outlines the key internal and external influences that impact consumer purchasing decisions, including needs, information search, product evaluation, and post-purchase behavior. The consumer decision making process involves identifying a need, searching for information, visiting stores, evaluating options, and making a purchase. Shoppers can be classified as blinkered, magpie, or browser modes based on their shopping behaviors. Understanding demographics and geo-demographic clusters is important for analyzing shopper profiles. Effective sales force management includes recruitment, training, motivation, compensation, supervision, and performance evaluation. Complaints management allows retailers to improve customer service and products based on feedback.

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    Retail Shopper Behaviour: Unit 5

    Uploaded by

    Vinod Reddy
    116 views14 pages
    This document discusses retail shopper behavior and consumer decision making. It outlines the key internal and external influences that impact consumer purchasing decisions, including needs, information search, product evaluation, and post-purchase behavior. The consumer decision making process involves identifying a need, searching for information, visiting stores, evaluating options, and making a purchase. Shoppers can be classified as blinkered, magpie, or browser modes based on their shopping behaviors. Understanding demographics and geo-demographic clusters is important for analyzing shopper profiles. Effective sales force management includes recruitment, training, motivation, compensation, supervision, and performance evaluation. Complaints management allows retailers to improve customer service and products based on feedback.

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    Retail Unit V

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    This document discusses retail shopper behavior and consumer decision making. It outlines the key internal and external influences that impact consumer purchasing decisions, including needs, information search, product evaluation, and post-purchase behavior. The consumer decision making process involves identifying a need, searching for information, visiting stores, evaluating options, and making a purchase. Shoppers can be classified as blinkered, magpie, or browser modes based on their shopping behaviors. Understanding demographics and geo-demographic clusters is important for analyzing shopper profiles. Effective sales force management includes recruitment, training, motivation, compensation, supervision, and performance evaluation. Complaints management allows retailers to improve customer service and products based on feedback.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    116 views14 pages

    Retail Shopper Behaviour: Unit 5

    Uploaded by

    Vinod Reddy
    This document discusses retail shopper behavior and consumer decision making. It outlines the key internal and external influences that impact consumer purchasing decisions, including needs, information search, product evaluation, and post-purchase behavior. The consumer decision making process involves identifying a need, searching for information, visiting stores, evaluating options, and making a purchase. Shoppers can be classified as blinkered, magpie, or browser modes based on their shopping behaviors. Understanding demographics and geo-demographic clusters is important for analyzing shopper profiles. Effective sales force management includes recruitment, training, motivation, compensation, supervision, and performance evaluation. Complaints management allows retailers to improve customer service and products based on feedback.

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    You are on page 1of 14

    RETAIL SHOPPER BEHAVIOUR

    UNIT 5

    Need for studying consumer behavior

    The accurate understanding of


    consumer
    To consider the external and
    internal influences for consumer
    purchasing decision

    Some important and external and


    internal influences are as:
    1. Understanding how the need for a
    product/service was determined.
    2. Understanding how information was required
    by the customer.
    3. The process of evaluation of various products
    and store.
    4. The payment process.
    5. The post purchase behavior.
    3

    Factors influencing
    customers decision
    making

    Range of merchandise
    4

    The customer Decision Making process

    Customer
    Need

    Search
    for
    Information

    Store
    Store
    visits
    visits

    Evaluation
    of options

    Purchase
    decision

    Classification Shoppers Behavior

    1. Blinkered Mode: Narrow-minded


    shoppers
    2. Magpie Mode: Information saver
    and attracted by the display
    3. Browser Mode: Rational thinker
    6

    SHOPPER PROFILE ANALYSIS


    Demographics - age, income,
    gender, tradition, education level, etc.
    Geo-Demographic Clusters - the
    customer interests, lifestyles,
    purchasing behavior, attitudes and
    more.

    Sales Force Management


    Effective sales force management starts with
    a qualified sales manager.
    Recruitment and selection (Match
    candidates with your needs)
    Training and development
    Motivation
    Compensation
    Supervision
    Performance evaluation
    19 - 8

    The Sales force Management


    Process
    Recruitment
    Recruitment
    and
    and
    Selection
    Selection

    Performance
    Performance
    Evaluation
    Evaluation

    Training
    Training

    Supervision
    Supervision

    Development
    Development

    CompenCompensation
    sation

    Motivation
    Motivation
    19 - 9

    Complaint s Management
    Feedback about the grievances
    Complaints allow retailers to interact
    with

    their

    detailed

    customers

    information

    and
    about

    service and merchandise.

    10

    acquire
    their

    Types of receiving complaints


    Feedback from customers
    Feedback from store employees
    Customer research

    11

    Features of best practice in complaint


    handling are:
    Visible measures in place from a
    customers perspective
    How many people stay with an organisation
    based on the complaint process,
    Well established processes in managing
    complaints
    Effective training courses for all staff to

    CHALLENGES IN RETAILING
    The first challenge facing the organized
    retail sector is the competition from
    unorganized sector.
    In retail sector, Automatic approval is
    not allowed for foreign investment.
    High Taxation
    Developed supply chain and integrated
    IT management is absent in retail sector.
    Lack of trained work force.
    13

    (Continued.)
    Low skill level for retailing management.
    Fundamental complexity of retailing rapid price changes,
    low margins.

    Cost of business operations is very high in


    India.
    Online retailing still to pick up in India
    14

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