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RETAIL SHOPPER BEHAVIOURUNIT 5

Presented by : www.InfoFanz.com Prepared by Dr. Pooja Sharma

*Need for studying consumer behaviorThe accurate understanding of consumerTo consider the external and internal influences for consumer purchasing decision

*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.

Some important and external and internal influences are as:

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*The customer Decision Making process

*Classification Shoppers Behavior

1. Blinkered Mode: Narrow-minded shoppers2. Magpie Mode: Information saver and attracted by the display3. Browser Mode: Rational thinker

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

19 - *Sales Force ManagementEffective sales force management starts with a qualified sales manager.Recruitment and selection (Match candidates with your needs)Training and developmentMotivationCompensationSupervisionPerformance evaluation

19 - *RecruitmentandSelectionTrainingDevelopmentMotivationCompen-sationPerformanceEvaluationSupervisionThe Sales force ManagementProcess

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

Types of receiving complaintsFeedback from customersFeedback from store employeesCustomer research*

Features of best practice in complaint handling are:

Visible measures in place from a customers 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

CHALLENGES IN RETAILINGThe 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 TaxationDeveloped supply chain and integrated IT management is absent in retail sector. Lack of trained work force.

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(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 *

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