Академический Документы
Профессиональный Документы
Культура Документы
Overview
Retailing
What is research?
Using the facts
Researching the market
Methods of data collection
Primary V Secondary
Quantitative V Qualitative
Consumers expectations
Malcolm Kirkups theory
The Consumer Profile
Use to the retail manager
The Quiz and questions
Definition: Retailing
Process of selling consumer goods directly to
consumers. Unlike the wholesaler, who sells
goods to other businesses for resale, the retailer
is the final agent through which products pass
on their way from manufacturer to user.
(Bangs 1998)
House-to-house
canvassing,
Mail-order selling,
Vending machines,
Petrol stations, and
Street stalls
What is Research?
Induction
Deduction
OBSERVATION
EMPIRICAL
GENERALISATION
HYPOTHESIS
FORMULATION
THEORY
DEVELOPMENT
Source: OBrien, 1991
Researching the market
Retailers need to know who
is buying what, where and
when.
Analysing till receipts is
useful, but can only give
retailer information on
what has happened and
not what is going to
happen.
Next
Associated with edited
retailing
Edited retailing: The
involvement of offering
for sale a limited range
of coordinated products
for a specific client
group. (OBrien et al. 1988)
New Next lines:
Men,
Women who care about fashion Interiors,
first and price second (Ody 1998) Jewellery.
Methods of data collection
Primary research:
1. Mail surveys
2. Mail panels
3. Consumer purchase diaries
4. Telephone surveys
5. Computer assisted telephone interviewing
Primary Research Techniques contd..
Secondary research:
Qualitative: Information
too difficult or expensive to
quantify. Includes subjective
opinions and personal
judgements not accessible
using quantitative methods.
Consumer Expectations
Store cards
Credit card
transactions