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RETAIL CONSUMER
UNIT -1
PRESENTATION BY
KAVYA GUPTA
BBA 1st sem
JIMS VKII
TABLE OF CONTENTS
2
Here are the consumer buying
process occurs
04
Here is the consumer image
on retail stores
05
Overall analysis of retail
consumer behavior to others
06
Here you could find that what
consumer behavior means? 01
Here I mentioned about
the need of consumer behavior 02
Here I describe the factors
influence consumer behavior 03
About the Project
Need of consumer
behavior
Factors influence
consumer behavior
Consumer buying
process
Consumer image on
retailing
Conclusion
RETAIL
CONSUMER BEHAVIOR
1 3
MEANING OF CONSUMER
BEHAVIOUR
Consumer behavior can be defined as those acts of individuals
(consumers) directly involved in obtaining, using, and disposing of economic
goods and services, including the decision processes that precede and
determine these acts.
Consumer behavior is the study of individuals, groups, or organizations
and all the activities associated with the purchase, use and disposal of goods
and services.
NEED OF CONSUMER
BEHAVIOUR
5
2
◉ The study of consumer behavior formally investigates individual qualities
such as demographics, personality lifestyles, and behavioral variables
(such as usage rates, usage occasion, loyalty, brand advocacy, and
willingness to provide referrals) in an attempt to understand
people's wants and consumption patterns. Consumer behavior also
investigates on the influences on the consumer, from social groups such
as family, friends, sports, and reference groups, to society in general.
◉ In today's world of rapidly changing technology, consumer taste's are also
changing rapidly.
◉ To survive in such a rapidly changing market, a retailer has to constantly
understand the latest consumer trends and tastes.
6
FACTORS INFLUENCE
CONSUMER BEHAVIOR 3
PSYCHOLOGICAL FACTORS
Psychological factors refer to the inner aspects of an individual.
An understanding of the individual behavior or psychology
guides the retailer's segmentation strategy. Consumers
respond differently towards the same retail marketing due to
their respective motives, perception level of involvement and
attitude.
Motivation
Perception
Attitudes
Learning
8
PERSONAL FACTORS
Personal Factors play an important role in affecting
consumer buying behavior by many ways:-
1. Occupation- The occupation of an individual plays a
significant role in influencing his/her buying decision.
2. Age- Age and human lifecycle also influence the buying
behavior of consumers.
3. Economic Condition- The buying tendency of an individual is
directly proportional to his income/earnings per month.
4. Personality- An individual’s personality also affects his
buying behavior.
5. Lifestyle- An individual’s lifestyle is something to do with his
style, attitude, perception, his social relations and immediate
surroundings.
9
SOCIAL FACTORS
Social factors also impact the buying behavior of
consumers. The important social factors are: reference
groups, family, role and status.
1.Reference Groups- Reference groups have potential in forming a
person attitude or behavior. The impact of reference groups varies
across products and brands.
2.Family- Buyer behavior is strongly influenced by the member of a
family. Here we should note that buying roles change with change in
consumer lifestyles.
3. Roles and Status- Each person possesses different roles and status
in the society depending upon the groups, clubs, family, organization
etc. to which he belongs.
10
CULUTURAL FACTORS
Consumer behavior is deeply influenced by cultural
factors such as: buyer culture, subculture, and social
class.
1.Culture- The influence of culture on buying behavior varies
from country to country therefore marketers have to be very
careful in analyzing the culture of different groups, regions or
even countries.
2.Subculture- Each culture contains different subcultures such as
religions, nationalities, geographic regions, racial groups etc.
3.Social Class-Every society possesses some form of social class
which is important to the marketers because the buying behavior
of people in a given social class is similar.
11
CONSUMER BUYING PROCESS
A customer goes through a number of stages as
shown in the following figure before actually
deciding to buy the product. However, customers
get to know about a product from each other.
Smart retail managers therefore insist on
recording customers’ feedback upon using the
product. They can use this information while
interacting with the manufacturer on how to
upgrade the product.
12
4
Identifying one’s need is the stimulating factor in buying decision.
Here, the customer recognizes his need of buying a product. As far as
satisfying a basic need such as hunger, thirst goes, the customer tends
to decide quickly. But this step is important when the customer is
buying consumer durables.
In the next step, the customer tries to find out as much
information as he can about the product.
Further, the customer tries to seek the alternative products.
Then, the customer selects the best product available as per choice
and budget, and decides to buy the same.
13
CONSUMER IMAGES OF RETAIL
STORES
A consumers' image of the stores is the summation of his attitude towards various aspects of the store.
Every retail store has an individuality that differentiates it from its competitors. A retailer must device
the strategies to communicate its individuality across its target segment of consumers to build
confidence in its merchandise and services. It is argued that where there is a degree of congruity of an
individual self image of a store or brand there is a strong possibility of positive behavior towards the
store.
Retail Image Dimensions
To measure the image of a retail store, it is essential to identify and aggregate the relevant consumer
attitude to the merchandised displayed, sales force deployed location of stores and the price levels of
goods to be purchased.
14
5
The dimensions which shape relevant consumer attitudes for a retail store are;
1. Location convenience- Traffic barrier, travel time, parking availability, access
routes.
2. Merchandise suitability- Number of brands stocked, quality of line of merchandise,
breadth/depth of assortment, number of outstanding departments in the store etc.
3. Price Points- Price of item, price of same item in other store, trading stamps or
coupons and discounts etc.
4. Sales force and services- Courtesy of sales force, produce knowledge of sales force,
reliability of advertising and match with attributes, billing procedures, adequacy of credit
arrangement, delivery promptness, eating facilities in store etc.
5. Congeniality- Store layout, store decor, merchandise displays, class of customers
visiting stores, etc.
6. Post transaction satisfaction- Satisfaction with goods in use, satisfaction with
return and adjustments, satisfaction with price paid, satisfaction with accessibility of
store.
15
CONCLUSION
It is a challenge for the organizations to ensure that clients are provided
with the best quality services. This promotes the psychological, physical
and emotional satisfaction of the clients. All customersʼ aim at getting
value for their money when they purchase a product or on service
rendered. This is why your understanding of consumer behavior is vital
to the success of your business. When you understand your consumer
better than the competition you have a greater chance of winning their
business.
16
6
REFERENCE LINKS
This presentation uses the following references from internet:-
◉https://egyankosh.ac.in/bitstream/123456789/15117/1/Unit-2.pdf
◉https://en.wikipedia.org/wiki/Consumer-behaviour
◉https://www.accenture.com/us-en/insights/retail/coronavirus-consumer-habits
◉https://www.tutorialspoint.com/retail_management/understanding-retail-consumer.htm
17
18

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Retail Consumer Behavior

  • 1. RETAIL CONSUMER UNIT -1 PRESENTATION BY KAVYA GUPTA BBA 1st sem JIMS VKII
  • 2. TABLE OF CONTENTS 2 Here are the consumer buying process occurs 04 Here is the consumer image on retail stores 05 Overall analysis of retail consumer behavior to others 06 Here you could find that what consumer behavior means? 01 Here I mentioned about the need of consumer behavior 02 Here I describe the factors influence consumer behavior 03 About the Project Need of consumer behavior Factors influence consumer behavior Consumer buying process Consumer image on retailing Conclusion
  • 4. MEANING OF CONSUMER BEHAVIOUR Consumer behavior can be defined as those acts of individuals (consumers) directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine these acts. Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services.
  • 6. ◉ The study of consumer behavior formally investigates individual qualities such as demographics, personality lifestyles, and behavioral variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals) in an attempt to understand people's wants and consumption patterns. Consumer behavior also investigates on the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general. ◉ In today's world of rapidly changing technology, consumer taste's are also changing rapidly. ◉ To survive in such a rapidly changing market, a retailer has to constantly understand the latest consumer trends and tastes. 6
  • 8. PSYCHOLOGICAL FACTORS Psychological factors refer to the inner aspects of an individual. An understanding of the individual behavior or psychology guides the retailer's segmentation strategy. Consumers respond differently towards the same retail marketing due to their respective motives, perception level of involvement and attitude. Motivation Perception Attitudes Learning 8
  • 9. PERSONAL FACTORS Personal Factors play an important role in affecting consumer buying behavior by many ways:- 1. Occupation- The occupation of an individual plays a significant role in influencing his/her buying decision. 2. Age- Age and human lifecycle also influence the buying behavior of consumers. 3. Economic Condition- The buying tendency of an individual is directly proportional to his income/earnings per month. 4. Personality- An individual’s personality also affects his buying behavior. 5. Lifestyle- An individual’s lifestyle is something to do with his style, attitude, perception, his social relations and immediate surroundings. 9
  • 10. SOCIAL FACTORS Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status. 1.Reference Groups- Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. 2.Family- Buyer behavior is strongly influenced by the member of a family. Here we should note that buying roles change with change in consumer lifestyles. 3. Roles and Status- Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. 10
  • 11. CULUTURAL FACTORS Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. 1.Culture- The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. 2.Subculture- Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. 3.Social Class-Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. 11
  • 12. CONSUMER BUYING PROCESS A customer goes through a number of stages as shown in the following figure before actually deciding to buy the product. However, customers get to know about a product from each other. Smart retail managers therefore insist on recording customers’ feedback upon using the product. They can use this information while interacting with the manufacturer on how to upgrade the product. 12 4
  • 13. Identifying one’s need is the stimulating factor in buying decision. Here, the customer recognizes his need of buying a product. As far as satisfying a basic need such as hunger, thirst goes, the customer tends to decide quickly. But this step is important when the customer is buying consumer durables. In the next step, the customer tries to find out as much information as he can about the product. Further, the customer tries to seek the alternative products. Then, the customer selects the best product available as per choice and budget, and decides to buy the same. 13
  • 14. CONSUMER IMAGES OF RETAIL STORES A consumers' image of the stores is the summation of his attitude towards various aspects of the store. Every retail store has an individuality that differentiates it from its competitors. A retailer must device the strategies to communicate its individuality across its target segment of consumers to build confidence in its merchandise and services. It is argued that where there is a degree of congruity of an individual self image of a store or brand there is a strong possibility of positive behavior towards the store. Retail Image Dimensions To measure the image of a retail store, it is essential to identify and aggregate the relevant consumer attitude to the merchandised displayed, sales force deployed location of stores and the price levels of goods to be purchased. 14 5
  • 15. The dimensions which shape relevant consumer attitudes for a retail store are; 1. Location convenience- Traffic barrier, travel time, parking availability, access routes. 2. Merchandise suitability- Number of brands stocked, quality of line of merchandise, breadth/depth of assortment, number of outstanding departments in the store etc. 3. Price Points- Price of item, price of same item in other store, trading stamps or coupons and discounts etc. 4. Sales force and services- Courtesy of sales force, produce knowledge of sales force, reliability of advertising and match with attributes, billing procedures, adequacy of credit arrangement, delivery promptness, eating facilities in store etc. 5. Congeniality- Store layout, store decor, merchandise displays, class of customers visiting stores, etc. 6. Post transaction satisfaction- Satisfaction with goods in use, satisfaction with return and adjustments, satisfaction with price paid, satisfaction with accessibility of store. 15
  • 16. CONCLUSION It is a challenge for the organizations to ensure that clients are provided with the best quality services. This promotes the psychological, physical and emotional satisfaction of the clients. All customersʼ aim at getting value for their money when they purchase a product or on service rendered. This is why your understanding of consumer behavior is vital to the success of your business. When you understand your consumer better than the competition you have a greater chance of winning their business. 16 6
  • 17. REFERENCE LINKS This presentation uses the following references from internet:- ◉https://egyankosh.ac.in/bitstream/123456789/15117/1/Unit-2.pdf ◉https://en.wikipedia.org/wiki/Consumer-behaviour ◉https://www.accenture.com/us-en/insights/retail/coronavirus-consumer-habits ◉https://www.tutorialspoint.com/retail_management/understanding-retail-consumer.htm 17
  • 18. 18