Consumer Behavior - Retail Store


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Consumer Behavior in a Retail Store

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Consumer Behavior - Retail Store

  1. 1. Consumer Behavior<br />More Retail Store, Forum Mall<br />Observational Study<br />
  2. 2. Target Group Observed<br />Women – Aged between 30 to 55 (75% of the total footfall in the store)<br />Men – Two categories<br />Aged between 21 to 25<br />Aged between 32 to 45<br />
  3. 3. FMCG Behavior<br />Behavior on goods like soap, detergent, shampoo.<br />Women tend to search for their products in the shelves and pick their products.<br />eg. Women were seen searching for Surf Excel powder (Ariel and Tide detergent powders were on the top shelves)<br />Most of the men from both categories were seen picking up goods which were on the top shelf itself.<br />Very few men tried searching for a typical product in the store.<br />
  4. 4. FMCG Behavior<br />Behavior on products like soap and shampoo<br />Women were seen having a close look at all the products and then selecting their products<br />Younger women picked more of sun silk and dove shampoo.<br />Men opted for shampoo and soaps after checking the free-bies.<br />Also, many of them opted to buy shampoo sachets instead of the big bottles.<br />
  5. 5. Medical Section/ Chemist<br />Very few people going to this section.<br />Less than 10 people went to the medical/ chemist section even during peak hours. (Observed duration – 30mins)<br />The people who did come to the medical section bought not more than 2-3 tablet strips.<br />This could mean that people still prefer going to the general chemist stores and not the ones tied with the retail chains.<br />
  6. 6. Liquor<br />No women seen in this section.<br />Two types of consumers found in this section<br />First: Men who were there to buy their brands and quickly made their billing. <br />Second: Men who were along with their wife/girl friend. While the better half shopped for the daily grocery, these men entered the liquor section.<br />Assumption: Impulsive purchases seen in this category.<br />
  7. 7. Billing Counter<br />Varied products like chocolates, pencil cells, soft drinks, sweets, chips, chewing gums, toys (Hot Wheels Car models) were placed in shelves right next to the billing counters.<br />1 out of 4 customers picked up one of the products from the shelves.<br />Parents were the customers and the kids along with them were the consumers.<br />Note: All the above mentioned products had their own sections in the store.<br />
  8. 8. Thank you<br />~Aditya Mahagaonkar<br />