Analysis of process purchase and types of consumers

Résumé du document

According to the Oxford English Dictionary, to shop means "to go to a shop or shops to buy goods". Therefore, the retailers have to know who shops. They have to determine their shoppers' profile and then understand the shopping process to be able to have an effect on it, through retail marketing, and improve their sales and the consumer's perception of the shop. Some retail theories identify the different types of shoppers, highlighting the major influencing factors in the shopping process.

Extraits

[...] In fact there are personal factors, social factors and psychological factors. The personal factors are related to demographics. It deals with the fertilization, the mortality of your population, moreover it deals with the evolution of your population. The personal factors are also about economic and the situation of the shopper, his place in the social ladder, his income, his family life, his age They are key factors for the retailer as they are the first factors that he has to understand, they are the more essential factors and generate lots of consequences. [...]

[...] For instance, will the product satisfy both the Pakistanese and the Spanish communities? How can the retailer target them differently according to the differences between their cultures? The retailer has to take those differences into consideration when he builds up his retail marketing plans. Finally there are the psychological factors that cannot be so easily quantified and understood. They are the perception, the motives, the learning, the attitude and the personality of the shopper. Actually, the motives are given by a perception of lack, or need; this gives the motivation to shop. [...]

[...] And nevertheless the most important thing for the retailer is first to well know his products, in order to adapt them to the shoppers. It is easier to make products that get on well with the existing behaviours than trying to change those behaviours. Theories have to be applied to reality, without keeping in mind that each shopper is unique. References Marketing research, an integrated approach, Alan Wilson. Consumer Behaviour, Martin Evans and all. Retail Marketing, Mac Goldrick. Retail Marketing, Ogenyi Omar. [...]

[...] All those actions are not the same for every type of consumers; the retailer has to adapt his offer after targeting all the factors than can impact. To do so, he is help by lots of theories and systems so that he can understand the consumer behaviour. But to succeed, the retailer has to both known his customer, but also the ones that he would like to appeal, to develop new markets. Therefore he must know and understand the different types of shopper. [...]

[...] Any shopper's profile is strongly linked with a background, and can be explain by needs and motives. Some theories have highlighted this relation; retailers can use those theories: basing their retail marketing actions on some of the key points of those theories help them to target better and have a huge impact on their customers. What would be the impact of a discount if their core group of customers has a low income? What would be the impact of an Indian style new brand on the local Indian community? [...]