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

3.      Dominance - submissiveness
Describing the extent a person feels restrained or free to act in a situation

·         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.

·         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.

·         Type of Impulsive Buying

1.      pure impulse
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.

3.      Suggestions impulse
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.

-          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.

2.      consumer characteristics
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

·         Why of Impulsive Buying

1.      Effect of stimulus spending in place
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.

•      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.

·         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.

·         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.

·         Some consumption patterns to meet their needs:

1.      The frequency of their shopping
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.

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.

·         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

2.      identifiability
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

4.      size
A target segment should be large enough to support a unique mix of retail sales.

·         Approach to Market Segmentation

1.      geographic segmentation
Classifying customers where they live

2.      demographic segments
Classifying customers on the basis of objective characteristics

3.      segmentation geodemografis
Using demographic and geographic characteristics

4.      Lifestyle segmentation
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.

6.      Segmentation based benefits
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.

·         Efforts targeting:

1.      primary target market
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.

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.

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.

·         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