Consumers Behavior

            

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Chapter Code: CBC14

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Consumer Behavior : Chapter 14

SUMMARY: Retailing, i.e., selling goods to final consumers, includes both store-based (brick & mortar) and non-store-based retailing (e-tailing, direct selling, catalog selling, TV selling). In India, store-based selling is still highly entrenched, while non-store based selling is at a nascent stage.

In the organized retailing sector, many new formats are coming up in India like speciality stores (single product category, high prices and service levels), departmental stores (multiple product category, high to average prices and service levels), hypermarkets (multiple product category, average to low prices and service levels). India also has super markets which deal primarily in food and groceries. The consumer outlet selection process includes all the steps in the product or brand selection process.

Consumers' retail store selection behavior depends on - store image (merchandise assortment, price positioning, store layout, credit policies, atmosphere, service as well as sense of belonging, friendliness, etc.); retailer brands (help them improve their image in the eyes of its target consumers as it gives them exclusivity); retail advertising and promotions (used to attract people to visit the store); and store location (close proximity to their target consumers' preferred areas).

Outlet selection by consumers depends on - perceived risk (social, quality, psychological, physical, time & effort, and financial risk) and shopping orientations (the style and motivation of the shoppers).

Consumers often get influenced by the in-store atmosphere, which may result in more or less than intended shopping. It can also influence the choice of brands in the store. The in-store atmosphere includes - in-store displays (in-store signage, packaging, on and off shelf displays, etc.); markdowns and price promotions (price discounts, 'buy one, get one free', etc.); store atmosphere (music, lighting, level of cleanliness, temperature, scent, crowding, behavior of sales persons, space, store-layout); stock-outs (shoppers may buy competing brand, go to another store, postpone the purchase or completely drop it); sales staff (enhance shopping experience); and final transaction (purchase or rent).


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