Identifying and

Understanding Consumers

7-11
What Makes Retail Shoppers Tick

7-22
Demographics and Lifestyles
 Demographics  Lifestyles
consumer data ways in which
that is objective, consumers and
quantifiable, easily families live and
identifiable, and spend time/money
measurable

7-33
Understanding Consumer Lifestyles: Social
Factors
Reference
Culture
Groups

Social Time
Class
Lifestyle Utilization

Household Family
Life Life
Cycle Cycle

7-44
Understanding Consumer Lifestyles:
Psychological Factors

Personality Attitudes

Perceived Class
Risk
Lifestyle Consciousness

Purchase
Importance

7-55
Perceived Risk and Consumers

7-66
Attitudes Towards Shopping
 Level of shopping enjoyment
 Shopping time
 Shifting feelings about retailing
 Why people buy or not on a shopping trip
 Attitudes by market segment
 Attitudes toward private brands

7-77
Top Reasons for Leaving an Apparel Store
Without Buying
 Cannot find an appealing style
 Cannot find the right size
 Nothing fits
 No sales help is available
 Cannot get in and out of the store easily
 Prices are too high
 In-store experience is stressful
 Cannot find a good value

7-88
Cross-Shopping

 Shopping for a product category at more

than one retail format during the year
 Visiting multiple retailers on one
shopping trip

7-99
The Consumer Decision Process

7-10
10
Key Factors in the Purchase Act

7-11
11
Types of Consumer Decisions

Extended High

Limited RISK & TIME

Routine Low

7-12
12
Types of Impulse Shopping

 Completely unplanned
 Partially unplanned
 Unplanned substitution

7-13
13
Devising a Target Marketing Strategy

7-14
14
Possible Retailer Approaches
 Mass Marketing

 Concentrated Marketing

 Differentiated Marketing

7-15
15
Environmental Factors and Consumers
 State of the economy
 Rate of inflation
 Infrastructure for shopping
 Price wars
 Emergence of new retail formats
 People working at home
 Regulations on shopping
 Changing social values and norms

7-16
16