The document discusses factors that influence customer purchasing decisions and retail strategy. It identifies demographics, lifestyle, needs, desires, attitudes, and behaviors as key factors to consider. Demographics include attributes like gender, age, education level, and income. Lifestyle is influenced by social and psychological factors. Retailers must understand customer needs like convenience, preferred shopping times, and priorities around service, selection, and price to develop an effective strategy.

1.  The success of any retail strategy depends on
how well the firm identify and understands its
customers.
It needs to Identify the consumer
characteristics , needs and attitudes, which
influence their purchasing decisions.
There are various factors to be considered to
study retail customer.

3.  Demographics of Customer includes:
 Gender
Age
Life expectancy
Literacy and education
Language spoken
Household size
Income
Place of residence
Income

4.  Lifestyle of the consumer depends on the
social and psychological factors and are
influenced by demographics.
The social factors include:
•Culture
•Social class
•Reference groups
•Family life cycle
•Time utilization

5. Psychological factors include:
•Personality
•Class consciousness
•Attitudes

6. Implications of customer Demographics
and lifestyle.
 Gender roles
Consumer Sophistication and confidence
Poverty of time
Component lifestyle

7. Consumer Needs and Desires
How far will the customers travel to get to
the retailer?
How important is convenience?
What is the preferred time for shopping?
What is the level of customer services is
preferred?
How important is assortment of goods /
services?
How important is price?
Do different market segments have different
needs?

8. • In- Home Shopping
• Online Shopping
• Outshopping
Consumer Needs and Desires

9. Shopping Attitudes and behavior
Stimulus
Problem
awareness
Info Search
Evaluating
Alternatives
Purchase
Post
Purchase
Demographics
Lifestyles

10. Retailer Actions

11. Environmental factors
affecting consumers