identifying and understanding customer

通報

問題一覧

What Makes Retail Shoppers Tick: Retail shoppers (6)

demographics lifestyles needs and desires shopping attitudes and behavior retailer actions environmental factors

are objective, quantifiable, easily identifiable, and measurable population data.

demographics

are ways in which individual consumers and families (households) live and spend time and money.

lifestyles

are based on social and psychological factors and are influenced by demographics.

consumer lifestyles

These SOCIAL factors are useful in identifying and understanding consumer lifestyles.

culture social class reference groups family life cycle household life cycle time utilization

is a distinctive heritage shared by a group of people that passes on a series of beliefs, norms, and customs.

culture

involves an informal ranking of people based on income, occupation, education, and other factors

social class

which there are several types, influence people’s thoughts and behavior.

reference groups

describes how a traditional family moves from bachelorhood to children to solitary retirement.

family life cycle

incorporates life stages for both family and nonfamily households.

household life cycle

refers to activities in which a person engages and the time allocated to them

time utilization

These PSYCHOLOGICAL factors help in identifying and understanding consumer lifestyles:

personality class consciousness attitudes (opinions) perceived risk

is the sum total of an individual’s traits, which make that individual unique

personality

is the extent to which a person desires and pursues social status.

class consciousness

Retailing Implications of Consumer Demographics and Lifestyles (4)

gender roles consumer sophistication and confidence poverty of time component lifestyle

Many shoppers are now more knowledgeable and cosmopolitan; more aware of trends in tastes, styles, and goods and services; and more sophisticated.

consumer sophistication and confidence

The increase in working women, the desire for personal fulfillment, the job commute, and the need for some people to have second jobs has led to many consumers feeling time-pressured.

poverty of time

In the past, shoppers were typecast, based on demographics and life- styles. It is widely recognized that shopping is less predictable and more individualistic now, and shopper profiling based traditional segmentation strategies may have low predictive ability for a majority of retailer

component lifestyle

are a person’s basic shopping requirements consistent with his or her present demographics and lifestyle

needs

are discretionary shopping goals that affect attitudes and behavior.

desire

three particular market segments that attract retailer attention:

in-home shopping online/mobile shoppers outshoppers

Generally, people today do not enjoy shopping as much as they did before. However, some consumers enjoy shopping and consider it a pleasant experience.

shopping enjoyment

Time pressure and emergency purchase situations are important situational influences that impact retail shopping enjoyment and outcomes

attitude toward shopping time

One recent study, examining “smart” shopping activities, identified three smart grocery shopper segments

involved spontaneous apathetic

are apt to be Baby Boomers and prioritize saving time and effort, be attracted by retailers that provide good product assortment and price-saving opportunities in the form of sales, coupons, or bulk pricing

involved shoppers

primarily Baby Boomers and least likely to engage in pre-purchase planning and information search, but they care more about saving time and effort than apathetic shoppers.

spontaneous shoppers

are Generation Xers, those less likely to be time conscious and more likely to have a low marketplace knowledge.

apathetic shoppers

whereby they (1) shop for a product category at more than one retail format during the year or (2) visit multiple retailers on one shopping trip.

cross-shopping

Consumer decision process- There are six steps in the process:

stimulus problem awareness, information search, evaluation of alternatives, purchase, post-purchase behavior

an exchange of money or a promise to pay for the ownership or use of a good or service

purchase act

Key Factors in the Purchase Act

place of purchase purchase terms availability

doubt that the correct decision has been made. A

cognitive dissonance

Types of Consumer Decision Making process

extended decision making limited decision making routine decision making

occurs when a consumer makes full use of the decision process.

extended decision making

a consumer uses all the steps in the purchase process but does not spend a great deal of time on each of them.

limited decision making

takes place when the consumer buys out of habit and skips steps in the purchase process. He or she wants to spend little or no time shopping, and the same brands are usually repurchased (often from the same retailers)

routine decision making

arise when consumers buy products and/or brands they had not planned on buying before entering a store, reading a mail-order catalog, seeing a TV shopping show, turning to the Web, and so forth.

impulse purchases

There are three kinds of impulse shopping:

completely unplanned partially unplanned unplanned substitution

Before coming into contact with a retailer, a consumer has no intention of making a purchase in a goods or service category.

completely unplanned

Before coming into contact with a retailer, a consumer has decided to make a purchase in a goods or service category but has not chosen a brand or model.

partially unplanned

A consumer intends to buy a specific brand of a good or service but changes his or her mind about the brand after coming into contact with a retailer.

unplanned substitution

Chap 1

Chap 1

chap 1 part 2

chap 1 part 2

galing kay jayson

Jake Matthew · 22問 · 1年前

galing kay jayson

22問 • 1年前

chap 2

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chap 2

11問 • 1年前

chap 2 part 2

chap 2 part 2

Chap 1

Chap 1

chap 2

Jake Matthew · 26問 · 1年前

chap 2

26問 • 1年前

chap 3

chap 3

chap 3

chap 3

chap 4

Jake Matthew · 12問 · 1年前

chap 4

12問 • 1年前

case study 1

case study 1

case study 2

case study 2

chapter 5

chapter 5

case study 3

case study 3

chap 5 part 2

Jake Matthew · 7問 · 1年前

chap 5 part 2

7問 • 1年前

case study 4

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case study 4

19問 • 1年前

first mass

first mass

chap 1

chap 1

lesson1

lesson1

chap 2

chap 2

chap 3

chap 3

chap 4

Jake Matthew · 5問 · 1年前

chap 4

5問 • 1年前

chap 5

chap 5

chap 6

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chap 6

7問 • 1年前

chap 1

chap 1

chap 2

chap 2

chap 3

chap 3

chap 1

chap 1

topic 6

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topic 6

45問 • 1年前

evolution

evolution

module 3

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module 3

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module 4

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module 4

32問 • 1年前

module 5

module 5

chap 6

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chap 6

36問 • 1年前

chap 7

chap 7

chap 8

chap 8

CHAP 8

CHAP 8

chap 9

Jake Matthew · 9問 · 1年前

chap 9

9問 • 1年前

chap 9

Jake Matthew · 44問 · 1年前

chap 9

44問 • 1年前

chap 11

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chap 11

7問 • 1年前

chap 10

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chap 10

30問 • 1年前

chap 9

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chap 9

47問 • 1年前

chap 6

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chap 6

36問 • 1年前

chap 7

chap 7

chap 8

chap 8

chap 10

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chap 10

29問 • 1年前

metamorphosis and articles

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metamorphosis and articles

32問 • 1年前

agrarian reform

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agrarian reform

44問 • 1年前

taxation

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taxation

28問 • 1年前

mod 17

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mod 17

14問 • 1年前

module 18

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module 18

22問 • 1年前

module 20

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module 20

27問 • 1年前

chap 1

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chap 1

28問 • 1年前

chap 1

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chap 1

22問 • 1年前

chap 1

chap 1

chap1

chap1

chap 2

chap 2

chap 3

chap 3

chap 2

chap 2

chap 3

chap 3

chap 4

chap 4

chap 5

chap 5

chap 6

chap 6

chap 2

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chap 2

45問 • 1年前

chap 3

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chap 3

33問 • 1年前

chap 4

chap 4

chap 5

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chap 5

32問 • 1年前

chap 2

chap 2

chap 3

chap 3

chap 4

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chap 4

33問 • 1年前

chap 2

chap 2

creativity and business idea

Jake Matthew · 34問 · 1年前

creativity and business idea

34問 • 1年前

chap 5

chap 5

creativity part 2

creativity part 2

chap 4

chap 4

domestic and international

Jake Matthew · 48問 · 1年前

domestic and international

48問 • 1年前

business plan

business plan

Business plan part 2

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Business plan part 2

12問 • 1年前

marketing plan

marketing plan

chap 5

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chap 5

25問 • 1年前

chap 6

chap 6

chap 7

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chap 7

29問 • 1年前

media research

media research

economic and social aspects of advertising

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economic and social aspects of advertising

9問 • 1年前

advertising agency

advertising agency

planning an advertiser campaign

planning an advertiser campaign

chap 7

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chap 7

5問 • 1年前

chap 8

chap 8

web store

web store

advertising creativity

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advertising creativity

44問 • 1年前

retailing establishing

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retailing establishing

39問 • 1年前

integrated retail

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integrated retail

23問 • 1年前