This document discusses identifying and understanding consumers through examining their demographics, lifestyles, attitudes, behaviors, and decision-making processes. It explores how social and psychological factors influence lifestyles and discusses perceived risk and different types of shoppers. Key sections analyze attitudes towards shopping, reasons for leaving stores without buying, cross-shopping behaviors, the consumer decision process, impulse shopping, and how environmental factors impact consumers. The overall goal is to provide retailers with insights into what motivates different shopper segments.

1. Identifying and
Understanding Consumers

2. What Makes Retail Shoppers Tick
2

3. Demographics and Lifestyles
 Demographics
 consumer data that
is objective,
quantifiable, easily
identifiable, and
measurable
 Lifestyles
 ways in which
consumers and
families live and
spend time/money
3

4. Understanding Consumer Lifestyles:
Social Factors
Lifestyle
Culture
Reference
Groups
Social
Class
Family
Life
Cycle
Time
Utilization
Household
Life
Cycle
4

5. Understanding Consumer Lifestyles:
Psychological Factors
Lifestyle
Personality Attitudes
Perceived
Risk
Purchase
Importance
Class
Consciousness
5

6. Perceived Risk and Consumers
6

7. Three Special Market Segments
 In-Home Shoppers
 Online Shoppers
 Outshoppers
7

8. Attitudes Towards Shopping
 Level of shopping enjoyment
 Shopping time
 Shifting feelings about retailing
 Why people buy or not on a shopping trip
 Attitudes by market segment
 Attitudes toward private brands
8

9. Top Reasons for Leaving an Apparel
Store Without Buying
 Cannot find an appealing style
 Cannot find the right size
 Nothing fits
 No sales help is available
 Cannot get in and out of the store easily
 Prices are too high
 In-store experience is stressful
 Cannot find a good value
9

10. Cross-Shopping
 Shopping for a product category at
more than one retail format during the
year
 Visiting multiple retailers on one
shopping trip
10

11. The Consumer Decision Process
11

12. Key Factors in the Purchase Act
12

13. Types of Consumer Decisions
High
RISK & TIME
Low
Extended
Limited
Routine
13

14. Types of Impulse Shopping
 Completely unplanned
 Partially unplanned
 Unplanned substitution
14

15. Devising a Target Marketing Strategy
15

16. Environmental Factors and Consumers
 State of the economy
 Rate of inflation
 Infrastructure for shopping
 Price wars
 Emergence of new retail formats
 People working at home
 Regulations on shopping
 Changing social values and norms
16