RETAIL SHOPPER BEHAVIOUR

UNIT 5

Need for studying consumer behavior

The accurate understanding of

consumer
To consider the external and
internal influences for consumer
purchasing decision

Some important and external and

internal influences are as:
1. Understanding how the need for a
product/service was determined.
2. Understanding how information was required
by the customer.
3. The process of evaluation of various products
and store.
4. The payment process.
5. The post purchase behavior.
3

Factors influencing
customers decision
making

Range of merchandise
4

The customer Decision Making process

Customer
Need

Search
for
Information

Store
Store
visits
visits

Evaluation
of options

Purchase
decision

Classification Shoppers Behavior

1. Blinkered Mode: Narrow-minded

shoppers
2. Magpie Mode: Information saver
and attracted by the display
3. Browser Mode: Rational thinker
6

SHOPPER PROFILE ANALYSIS

Demographics - age, income,
gender, tradition, education level, etc.
Geo-Demographic Clusters - the
customer interests, lifestyles,
purchasing behavior, attitudes and
more.

Sales Force Management

Effective sales force management starts with
a qualified sales manager.
Recruitment and selection (Match
candidates with your needs)
Training and development
Motivation
Compensation
Supervision
Performance evaluation
19 - 8

The Sales force Management

Process
Recruitment
Recruitment
and
and
Selection
Selection

Performance
Performance
Evaluation
Evaluation

Training
Training

Supervision
Supervision

Development
Development

CompenCompensation
sation

Motivation
Motivation
19 - 9

Complaint s Management
Feedback about the grievances
Complaints allow retailers to interact
with

their

detailed

customers

information

and
about

service and merchandise.

10

acquire
their

Types of receiving complaints

Feedback from customers
Feedback from store employees
Customer research

11

Features of best practice in complaint

handling are:
Visible measures in place from a
customers perspective
How many people stay with an organisation
based on the complaint process,
Well established processes in managing
complaints
Effective training courses for all staff to

CHALLENGES IN RETAILING
The first challenge facing the organized
retail sector is the competition from
unorganized sector.
In retail sector, Automatic approval is
not allowed for foreign investment.
High Taxation
Developed supply chain and integrated
IT management is absent in retail sector.
Lack of trained work force.
13

(Continued.)
Low skill level for retailing management.
Fundamental complexity of retailing rapid price changes,
low margins.

Cost of business operations is very high in

India.
Online retailing still to pick up in India
14