Scribd Logo
Upload

Welcome to Scribd!

  • 104 views

    Understanding The Retail Consumer

    Uploaded by

    Md Ali Kadiwala
    The document discusses understanding consumer behavior for retail businesses. It covers factors that influence consumer decisions like personality, lifestyle, culture and family. It also outlines the consumer decision making process of need recognition, information search, evaluation of options and purchase decision. Market research is presented as an important tool to understand markets and consumers through collecting primary and secondary data. The document recommends using various research methods both before and after setting up a retail store.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Understanding The Retail Consumer

    Uploaded by

    Md Ali Kadiwala
    104 views11 pages
    The document discusses understanding consumer behavior for retail businesses. It covers factors that influence consumer decisions like personality, lifestyle, culture and family. It also outlines the consumer decision making process of need recognition, information search, evaluation of options and purchase decision. Market research is presented as an important tool to understand markets and consumers through collecting primary and secondary data. The document recommends using various research methods both before and after setting up a retail store.

    Original Description:

    Consumers in Retail

    Original Title

    Retail - Consumer

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses understanding consumer behavior for retail businesses. It covers factors that influence consumer decisions like personality, lifestyle, culture and family. It also outlines the consumer decision making process of need recognition, information search, evaluation of options and purchase decision. Market research is presented as an important tool to understand markets and consumers through collecting primary and secondary data. The document recommends using various research methods both before and after setting up a retail store.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    104 views11 pages

    Understanding The Retail Consumer

    Uploaded by

    Md Ali Kadiwala
    The document discusses understanding consumer behavior for retail businesses. It covers factors that influence consumer decisions like personality, lifestyle, culture and family. It also outlines the consumer decision making process of need recognition, information search, evaluation of options and purchase decision. Market research is presented as an important tool to understand markets and consumers through collecting primary and secondary data. The document recommends using various research methods both before and after setting up a retail store.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 11

    CHAPTER 5

    UNDERSTANDING THE RETAIL CONSUMER


    Learning Objectives
     The need for understanding consumer buying
    behavior
     The factors influencing the retail shopper
     The customer decision-making process
     The changes in the India consumer
     The use of Market Research as a tool for
    understanding markets and consumers
    The need for studying consumer behaviour

     To understand how the need for the product/ service was


    determined

     To understand the how information was sought by the consumer

     The process of evaluation of various products and stores

     The payment process

     The post purchase behaviour


    Factors Influencing The Retail Shopper

    Factor’s influencing
    customer’s decision
    making

    Range of merchandise
    The Customer Decision Making Process

    Need Search for Evaluation of


    Store visits Purchase decision
    recognised Information options
    Key factors influencing consumer’s behaviour

     Personality-consumer’s identify with a specific brand that best


    matches their personality
     Lifestyle- reflects the way a person lives and spends his/her
    money
     Culture- sets parameters what is acceptable and what is not
     Social class- brings with a number of expectations for what is
    considered appropriate behaviour and consumption
     Family and household influences- an integral unit influencing
    consumer’s behaviour
    Developing Customer Loyalty

    Previous
    Beliefs and
    shopping
    attitudes
    experience

    Recognise desire Store


    Evaluate options & select store Decision Outcome
    to shop visit(s)

    Information on product, store,


    location from different sources
    Market Research- A tool for understanding retail
    markets and consumers

    Information collected by way of market research can


    be-
     Primary data

     Secondary data
    Research Prior To Setting Up A Retail Store

     Demographic data
    • The Population
    • Gross Domestic Product
    • Purchasing Power Parity
    • Disposable Income
    • The Age of Population

     Consumer data
    • Market information survey of Indian households
    • The National Readership Survey
    • Indian Readership Survey
    Research After Setting Up A Retail Store

     Customer satisfaction with the existing range of


    products and services
     Generating ideas for and developing new products
     Evaluating the acceptability of the products and
    pricing of new products
     Understanding the customer profile
    Post Setting Up A Retail Store- Methods
    Commonly Used For Research
     Focus group discussion
     Accompanied observation
     Profiling customers

    You might also like