Information about retail customer and strategies to mange behaviour.

1.  The success of any retail strategy depends on
how well the firm identify and understands its
customers.
It needs to Identify the consumer
characteristics , needs and attitudes, which
influence their purchasing decisions.
There are various factors to be considered to
study retail customer.

3.  Demographics of Customer includes:
 Gender
Age
Life expectancy
Literacy and education
Language spoken
Household size
Income
Place of residence
Income

4.  Lifestyle of the consumer depends on the
social and psychological factors and are
influenced by demographics.
The social factors include:
•Culture
•Social class
•Reference groups
•Family life cycle
•Time utilization

5. Psychological factors include:
•Personality
•Class consciousness
•Attitudes

6. Implications of customer Demographics
and lifestyle.
 Gender roles
Consumer Sophistication and confidence
Poverty of time
Component lifestyle

7. Consumer Needs and Desires
How far will the customers travel to get to
the retailer?
How important is convenience?
What is the preferred time for shopping?
What is the level of customer services is
preferred?
How important is assortment of goods /
services?
How important is price?
Do different market segments have different
needs?

8. • In- Home Shopping
• Online Shopping
• Outshopping
Consumer Needs and Desires

9. Shopping Attitudes and behavior
Stimulus
Problem
awareness
Info Search
Evaluating
Alternatives
Purchase
Post
Purchase
Demographics
Lifestyles

10. Retailer Actions

11. Environmental factors
affecting consumers