Understanding the Retail Consumer

Ms.Sayed Shakila Nawab

Chapter Objectives
To understand the need for understanding consumer buying

behavior
To understand the factors influencing the retail shopper To understand the customer decision making process To understand the changes in the Indian consumer To understand the use of Market Research as a tool for

understanding markets and consumers

The need for studying consumer behaviour

To understand how the need for the product/ service was determined To understand the how information was sought by the

consumer
The process of evaluation of various products and stores The payment process The post purchase behaviour
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Factors Influencing the Retail Shopper

Factors influencing customers decision making

Range of merchandise

Factors
Range of merchandise Convenience Time to travel Socio-economic background and culture The stage of the family life cycle
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The Customer Decision Making Process

Need recognised

Search for Informatio n

Store visits

Evaluation of options

Purchase decision

Developing customer loyalty

Previous shopping experience Beliefs and attitudes

Recognise desire to shop

Evaluate options & select store

Store visit(s)

Decision

Outcome

Information on product, store, location from different sources

The changing Indian consumer

The media explosion Increase in disposable income The rise of the great Indian middle class Increase in the number of earning young people Change in expenditure patterns

Increase in the number of working women

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Market Research
Using research as a tool for understanding consumers.

Primary data
Secondary data

Research prior to setting up a retail store

Demographic Data
Population GDP Customer Data NCAER MISH

NRS
IMRB
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Research after setting up a retail store

Merchandise and service offered New product development Acceptability of products Acceptability of pricing Understanding consumer profiles
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