CUSTOMER SHOPPING BEHAVIOR IN THE RETAIL BUSINESS
Ø Consumer Response to the Environment Shopping
Humans express their emotions in three dimensions, namely:
1. pleasure - displeasure
Describing the extent a
person feels comfortable, cheerful
or contented within an environment.
2. Arousal – nonarausal
With regard to the extent of a person is interested in a situation
With regard to the extent of a person is interested in a situation
3. Dominance - submissiveness
Describing the extent a person feels restrained or free to act in a situation
Describing the extent a person feels restrained or free to act in a situation
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Environmental Psychology Model Mehrabain-Russell
Model (Mehrabain-Russell) is based on the paradigm stimulus organism response, which connects the elements of the environment with approach-avoidance behavior towards the environment.
Model (Mehrabain-Russell) is based on the paradigm stimulus organism response, which connects the elements of the environment with approach-avoidance behavior towards the environment.
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Definition of Impulsive Buying
Impulsive buying is another form of consumer buying patterns.
Impulsive buying occurs when a consumer experiences a sudden strong desire and firm to buy something immediately.
Impulsive buying is another form of consumer buying patterns.
Impulsive buying occurs when a consumer experiences a sudden strong desire and firm to buy something immediately.
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Type of Impulsive Buying
1. pure impulse
This notion refers to the act of buying something interesting reasons, usually because of brand loyalty.
This notion refers to the act of buying something interesting reasons, usually because of brand loyalty.
2. Reminder impulse
Consumers buy based on this type, because the unit is normally purchased as well, but is not listed in the shopping list.
Consumers buy based on this type, because the unit is normally purchased as well, but is not listed in the shopping list.
3. Suggestions impulse
A consumer product that met for the first time will stimulate the desire to try it.
A consumer product that met for the first time will stimulate the desire to try it.
4. Planned impulse
Impulse is usually stimulated by the announcement of the sale coupons, discounts coupons, or other tempting offers.
Impulse is usually stimulated by the announcement of the sale coupons, discounts coupons, or other tempting offers.
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Perspectives on Impulsive Buying
1. Characteristics of the product purchased
Impulsive buying rare to frequent consumption of products, but new products are often bought on impulse.
Impulsive buying rare to frequent consumption of products, but new products are often bought on impulse.
2. consumer characteristics
Demographic factors such as consumer, consumer personality and pleasure visiting the place of shopping, all influence the impulse buying
Demographic factors such as consumer, consumer personality and pleasure visiting the place of shopping, all influence the impulse buying
3. Display characteristics of
shopping
Like the shopping rack design, can influence the occurrence of impulsive buying behavior
Like the shopping rack design, can influence the occurrence of impulsive buying behavior
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Why of Impulsive
Buying
1. Effect of stimulus spending
in place
This is related to impulse purchases due reminders.
This is related to impulse purchases due reminders.
2. influence the situation
Consumers are not aware of the needs at all, all created by a new stimulus.
Consumers are not aware of the needs at all, all created by a new stimulus.
• the conditions that facilitate the occurrence of impulse purchases at
the supermarket:
1. The amount of the transaction
2. shopping trip
3. frequency of shopping
4. shopping list
Ø Consumer Shopping Behavior Indonesia
The decision to choose a retail (store where shopping) as
well as the goods or services
is influenced by environmental factors
and internal personal factors in a person.
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Consumer Spending Per Sector Indonesia
Products in Modern
Retail Industry
According to Euromonitor research in 2004, Indonesian consumers have priority in spending, ie food products.
For food products sector, Indonesian consumers still tend to buy essential products such as bread and bakery, meat, fish, and vegetables.
According to Euromonitor research in 2004, Indonesian consumers have priority in spending, ie food products.
For food products sector, Indonesian consumers still tend to buy essential products such as bread and bakery, meat, fish, and vegetables.
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Shopping and Lifestyle Habits Consumer Indonesia
General trends, changes in modern lifestyle, as well as technology and good service are key factors influencing the consumer's decision to buy.
General trends, changes in modern lifestyle, as well as technology and good service are key factors influencing the consumer's decision to buy.
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Some consumption
patterns to meet their needs:
1. The frequency of their shopping
People now start shopping based on need
People now start shopping based on need
2.
Based on their personal profit
People who have a family going shopping in accordance with the habits of each week, while those who have families can shop at any time when they have free time.
People who have a family going shopping in accordance with the habits of each week, while those who have families can shop at any time when they have free time.
Ø Market Segmentation
A segment of the retail market is a group of customers whose needs are satisfied by the same mix of reasons
have similar needs.
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Criteria for Evaluating Market Segments
1. acctionability
The definition of a segment must clearly indicate that the retailer needs to do to make ends meet
The definition of a segment must clearly indicate that the retailer needs to do to make ends meet
2. identifiability
Identification determines the size of the segment, and with whom retailers need to communicate when promotional offers retail
Identification determines the size of the segment, and with whom retailers need to communicate when promotional offers retail
3. ease of access
Retail is the ability to deliver the appropriate marketing mix
Retail is the ability to deliver the appropriate marketing mix
4. size
A target segment should be large enough to support a unique mix of retail sales.
A target segment should be large enough to support a unique mix of retail sales.
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Approach to Market Segmentation
1. geographic segmentation
Classifying customers where they live
Classifying customers where they live
2. demographic segments
Classifying customers on the basis of objective characteristics
Classifying customers on the basis of objective characteristics
3. segmentation geodemografis
Using demographic and geographic characteristics
Using demographic and geographic characteristics
4. Lifestyle segmentation
Segmentation refers to a person's life
Segmentation refers to a person's life
5. Segmentation shopping situation
Segmentation is similar to demographic or lifestyle segmentation, but distinguished by customer facing situations, shopping.
Segmentation is similar to demographic or lifestyle segmentation, but distinguished by customer facing situations, shopping.
6.
Segmentation based benefits
Approach to define the target market
Approach to define the target market
Ø Determination of Target
Is a process to establish a specific market segment
of the various segments that exist in the community as the target company's retail marketing programs.
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Efforts targeting:
1. primary target market
The main market segments the company selected to be targeted in a marketing program.
The main market segments the company selected to be targeted in a marketing program.
2. Secondary
target
market
This segment has a relatively similar characteristics but different from the major market segments.
This segment has a relatively similar characteristics but different from the major market segments.
Ø Positioning
Positioning is shaping the image of the company.
Positioning is not just a program but it is the totality of the overall advertising marketing program aimed at placing the retail image in the minds of your customers or potential customers.
Positioning is not just a program but it is the totality of the overall advertising marketing program aimed at placing the retail image in the minds of your customers or potential customers.
Ø Retail mix elements influence decisions
Against Consumers
Loudon and Bitta said: "there are several factors that influence
consumer store choice
behavior. They are include store location,
physical design, assortment,
prices, advertising, sales promotion, personnel, and service ".
That should be done by the employer that buyers make purchases ditokonya is designed to be interesting to visit the store and make consumers happy to shop at that store.
Consumers shop at a place of course will pay attention to the physical condition of the shopping places were visited.
That should be done by the employer that buyers make purchases ditokonya is designed to be interesting to visit the store and make consumers happy to shop at that store.
Consumers shop at a place of course will pay attention to the physical condition of the shopping places were visited.
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Several stages in the customer's shopping process:
1. Understanding the need
2. information retrieval
3. evaluation of alternative
4. Selection of alternatives
5. Shopping and evaluation after
shopping
