Page 138 - DMGT551_RETAIL_BUSINESS_ENVIRONMENT

Unit 7: The Customers and the Retail Business: Knowing Your Customers

Now Let’s Look at the Factors that Influence Retail Shoppers Notes
Low Price

Most of the Indian consumers are price conscious. In present scenario the consumer look for
value or value for money. Bundle of benefits with affordable price. Price reductions; cost savings,
promotional offers like buy one get one free can persuade an unintended purchase. Before step
into the shop consumer decides his budget to spend on purchases. If he gets more products
within the budgets, he feels very happy. Present day unorganized market is playing a vital role.
Due to the private labeled brands the customer can get it with low price. In most cases the
attitude of the consumer remains towards the price and not towards the quality.

Mass Distribution

The product can be available as convenient to the customer, thus the easy accessibility to the
consumer is preferred by the marketer. It refers to making the item availability in as many
locations as possible.

Example: Shampoo, Hair oils, babul gums.

Self-service

Self-service leads to impulse purchases in traditional stores. It facilitates consumer to gather,
evaluate and take decision. In self-service, the consumer has the opportunity to pick the items as
per his intentions. He could not depend on the clerk or counter salesman. In this process,
consumer can shop more quickly with more freedom to look at. Language can be a problem to
some of the non-regional people. Self-service is beneficial to such type of people.

Prominent Store Display

The store display must be prominent and eye-catching. So the consumer notices the product.

Low-marginal Need for an Item

It refers to the degree that the consumer requires or needs the item.

Example: Milk, Eggs, and Corn flakes as morning break fast.
Small Size and Light-weight

Smaller or lighter items that can be easily added to existing purchases are more appropriate
impulse items.

Ease of Storage

If the consumer does not have the space for the item, the potential impulse purchase could be
eliminated. If the storage efforts outweigh the benefit or advantage of the item, the impulse to
purchase the item will be discarded.

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