Understanding Consumer behavior in retail setup

1. Consumer in Retail Setup
Vijyata

2. 2
• The needs as well as the purchase motives of individuals;
• How demographic change may affect retail purchasing;
• The different effects of various promotional tactics;
• The complexity and process of purchase decisions;
• The perception of risk for retail purchases;
• The different market segments based upon purchase behaviour;
• How retail managers may improve their chance of business success based upon
understanding what is required as part of the retail experience, and how
customers react to that experience process based upon all the retail marketing
approaches utilized.

3. 3
Retail service
Merchandise
offer
Other stimuli
(marketing,
friends, etc
Person or group
making purchase
decision (buyer
characteristics and
evaluation criteria)
Product purchased or
not purchased
(buying roles as to : product
choice, brand choice, timing
of purchase , cost ,
alternative sight )

4. 4
Buyer Role Characteristics
Initiator First individual who suggests product/service should be
evaluated/purchased
Influencer Provides views and advice which are valued by others and can
subsequently influence the final decision
Decider The individual who will take the decision in the buying process as
to what, how, when and where to buy (store choice), etc.
Buyer The individual who actually makes the purchase
User The individual who consumes or uses the service/product

5. 5
1. General store characteristics (reputation, number of stores);
2. Physical characteristics of the store (decor, cleanliness, checkout services);
3. Convenience of reaching the store from the customer’s location (time, parking, etc.);
4. Products offered (variety, dependability, quality);
5. Prices charged by the store (value, special sales);
6. Store personnel (courteous, friendly, helpful);
7. Advertising by the store (informative, believable, appealing); and,
8. Friends’ perception of the store (well known, liked, recommended).

6. 6

7. 7
• Observed behaviour is all important
• Behaviour is predictable
• People are information transmitters
• People are all alike
• Behaviour is rational
• Human characteristics can be studied independently
• Emphasis is on what a person is and does
• Behaviour can be understood

8. 8
• What goes on in a person’s mind is the key to comprehension
• Behaviour is not predictable
• People are information generators
• Each person is unique
• Behaviour is irrational
• People must be studied as a whole
• Emphasis is on what a person can be
• Behaviour can never be completely understood

9. THANK YOU!
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suggestion mail me at
vijyata.rwc@gmail.com or
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