1. RETAIL SHOPPER BEHAVIOUR
UNIT 5

2. Need for studying consumer behavior
The accurate understanding of consumer
To consider the external and internal influences for consumer purchasing decision

3. Some important and external and internal influences are as:
Understanding 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.

4. Factor’s influencing customer’s decision making
Range of merchandise
Locational convenience
Travel time and distance
Socio-cultural background of shopper
Factor’s influencing customer’s decision making
Stage of family life cycle of consumer

5. The customer Decision Making process
Customer Need
Search for Information
Internet
Media – Print & AV
Family & Friends
Stores
Store
visits
Purchase
decision
Evaluation
of options

6. Classification Shoppers Behavior
1. Blinkered Mode: Narrow-minded shoppers
2. Magpie Mode: Information saver and attracted by the display
3. Browser Mode: Rational thinker

7. SHOPPER PROFILE ANALYSIS
Demographics - age, income, gender, tradition, education level, etc.
Geo-Demographic Clusters - the customer interests, lifestyles, purchasing behavior, attitudes and more.

8. Sales Force Management
Effective sales force management starts with a qualified sales manager.
Recruitment and selection (Match candidates with your needs)
Training and development
Motivation
Compensation
Supervision
Performance evaluation

9. The Sales force Management
Process
Recruitment
and
Selection
Performance
Evaluation
Training
Supervision
Development
Compen-
sation
Motivation

10. Complaint s Management
Feedback about the grievances
Complaints allow retailers to interact with their customers and acquire detailed information about their service and merchandise.

11. Types of receiving complaints
Feedback from customers
Feedback from store employees
Customer research

12. Features of best practice in complaint handling are:
Visible measures in place ‘from a customer’s 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 complaints

13. CHALLENGES IN RETAILING
The 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 Taxation
Developed supply chain and integrated IT management is absent in retail sector.
Lack of trained work force.

14. (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