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    Identifying and Understanding Consumers: Retail Management: A Strategic Approach

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    Vishakh
    This chapter discusses identifying and understanding consumers through demographics and lifestyles. It identifies three special market segments: in-home shoppers who prioritize convenience, online shoppers who use the web for decision making and convenience, and outshoppers who enjoy traveling and being active in new communities. The chapter also examines cross-shopping behavior and models of the consumer decision process and key factors in purchases.

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    Identifying and Understanding Consumers: Retail Management: A Strategic Approach

    Uploaded by

    Vishakh
    37 views11 pages
    This chapter discusses identifying and understanding consumers through demographics and lifestyles. It identifies three special market segments: in-home shoppers who prioritize convenience, online shoppers who use the web for decision making and convenience, and outshoppers who enjoy traveling and being active in new communities. The chapter also examines cross-shopping behavior and models of the consumer decision process and key factors in purchases.

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    Berman_ch_07

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    This chapter discusses identifying and understanding consumers through demographics and lifestyles. It identifies three special market segments: in-home shoppers who prioritize convenience, online shoppers who use the web for decision making and convenience, and outshoppers who enjoy traveling and being active in new communities. The chapter also examines cross-shopping behavior and models of the consumer decision process and key factors in purchases.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    37 views11 pages

    Identifying and Understanding Consumers: Retail Management: A Strategic Approach

    Uploaded by

    Vishakh
    This chapter discusses identifying and understanding consumers through demographics and lifestyles. It identifies three special market segments: in-home shoppers who prioritize convenience, online shoppers who use the web for decision making and convenience, and outshoppers who enjoy traveling and being active in new communities. The chapter also examines cross-shopping behavior and models of the consumer decision process and key factors in purchases.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 11

    Chapter 7

    Identifying and
    Understanding
    Consumers
    RETAIL
    MANAGEMENT:
    A STRATEGIC
    APPROACH,
    10th Edition

    BERMAN EVANS
    Demographics and Lifestyles

     Demographics  Lifestyles
    – consumer data – ways in which
    that is objective, consumers and
    quantifiable, easily families live and
    identifiable, spend time and
    measurable spend money

    7-2
    Three Special Market Segments

     In-Home Shoppers
     Online Shoppers
     Outshoppers

    7-3
    In-Home Shoppers

    • Shopping is discretionary,
    not necessary
    • Convenience is important
    • Active, affluent, well-
    educated
    • Self-confident, younger,
    adventuresome
    • Time scarcity is not a
    motivator

    7-4
    Online Shoppers

    • Use of Web for decision-


    making process as well as
    buying process
    • Convenience is important
    • Above average incomes,
    well-educated
    • Time scarcity is a
    motivator

    7-5
    Outshoppers

    • Out-of-hometown
    shopping
    • Young, members of a
    large family, and new to
    the community
    • Income and education
    vary
    • They like to travel, enjoy
    fine food, are active, and
    read out-of-town
    newspapers

    7-6
    Cross-Shopping

     Shopping for a product category at


    more than one retail format during the
    year
     Visiting multiple retailers on one
    shopping trip

    7-7
    Figure 7-5: The Consumer
    Decision Process

    Demographics Lifestyle

    7-8
    Figure 7-6: Key Factors
    in the Purchase Act

    7-9
    To do
    • Computer based exercise- attitudinal
    survey
    • Case- what affects consumer behaviour
    ( harjit)

    7-10
    discussion
    • Trader joe
    • Franchising
    • Direct marketing
    • Article what lies beneath economic times

    7-11

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