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RETAIL SHOPPER BEHAVIOURUNIT 5

12Need for studying consumer behaviorThe accurate understanding of consumerTo consider the external and internal influences for consumer purchasing decision

23Understanding how the need for a product/service was determined.

Understanding how information was required by the customer.

The process of evaluation of various products and store.

The payment process.

The post purchase behavior.

Some important and external and internal influences are as:34Range of merchandiseLocational convenienceTravel time and distanceSocio-cultural background of shopperFactors influencing customers decision making Stage of family life cycle of consumer45The customer Decision Making processCustomer Need Search for InformationInternetMedia Print & AVFamily & FriendsStoresStore visitsPurchase decisionEvaluation of options56Classification Shoppers Behavior 1. Blinkered Mode: Narrow-minded shoppers2. Magpie Mode: Information saver and attracted by the display3. Browser Mode: Rational thinker6SHOPPER PROFILE ANALYSISDemographics- age, income, gender, tradition, education level, etc.Geo-Demographic Clusters- the customer interests, lifestyles, purchasing behavior, attitudes and more.

719 - 8Sales Force ManagementEffective sales force management starts with a qualified sales manager.Recruitment and selection (Match candidates with your needs)Training and developmentMotivationCompensationSupervisionPerformance evaluation19 - 9RecruitmentandSelectionTrainingDevelopmentMotivationCompen-sationPerformanceEvaluationSupervisionThe Sales force ManagementProcessComplaint s ManagementFeedback about the grievances Complaints allow retailers to interact with their customers and acquire detailed information about their service and merchandise.10Types of receiving complaintsFeedback from customersFeedback from store employeesCustomer research11Features 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 recognise and provide feedback for complaintsCHALLENGES IN RETAILINGThe 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 TaxationDeveloped 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

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