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In India, the retailers and the retail formats are still evolving
Ten years ago, consumer’s option was the local bania or the fair
price shop
What could be the reason for shoppers choosing one store over
others?
Consider this :
Most of the department stores which exist today in India house –
5. Menswear
6. Womenswear
7. Children’s wear and
8. Home section
RANGE OF
MERCHANDISE
RETAIL CONSUMER
FACTORS INFLUENCING THE RETAIL SHOPPER
1. RANGE OF MERCHANDISE
shopping in
Consumer buying behaviour varies from market to market and is
Stage of the family life cycle to which the customer belongs to,
retired couple
The retailer needs to be clear about the target market that he is
catering to
RETAIL CONSUMER
The customer decision making process
Need for a product or service starts at the time when the need
for that particular product or service is recognized
MEDIA
INTERNET PRINT &
AV
PURCHASE
NEED SEARCH FOR STORE EVALUATION
RECOGNIZED INFORMATION VISITS OF OPTIONS DECISION
FAMILY &
STORES
FRIENDS