lesson 6 - retail buying behavior

8/13/2019 Lesson 6 - Retail Buying Behavior

1/55

Mustnokr Luyijc

Lkfavinr

Pfurs`ay, Dajuary 9, 10


2/55

Qukstinjs

Fnw `n mustnokrs `kmi`k wfimf rktaihkr tncn tn aj` wfat okrmfajìsk tn luy>

Sfat snmiah aj` pkrsnjah gamtnrs aggkmtmustnokr purmfask `kmisinjs> Fnw maj rktaihkrs ckt mustnokrs tn visit tfkir

stnrks onrk grkqukjthy, aj` luy onrkokrmfajìsk ùrijc kamf visit>

Sfy aj` fnw `n rktaihkrs crnup mustnokrs



3/55

]tacks ij tfk Luyijc Rrnmkss



4/55

Pypks ng Jkk`s

[tihitariaj Jkk`ssatisfik` wfkj purmfasks

ammnophisf a spkmifim tase.

]fnppijc jkk`s tn lk kasy, aj`kggnrthkss hiek a crnmkry stnrk.

Fk`njim jkk`s satisfik`wfkj purmfasks ammnophisf ajkk` gnr kjtkrtaijokjt,

kontinjah, aj` rkmrkatinjah

kxpkrikjmk as ij `kpartokjt

stnrks nr spkmiahty stnrks.



5/55

Fk`njim Jkk`s tfat

\ktaihkrs maj ]atisgy



6/55

Fk`njim Jkk`s tfat

\ktaihkrs maj ]atisgy ]tiouhatinj Kx4 Lamecrnuj` ousim, visuah `isphays, smkjts



7/55

Fk`njim Jkk`s tfat


Hkarj jkw trkj`s aj` gasfinjs

Kx4 Pfk Ln`y ]fnp hkarj fnw maj hivk ajkjvirnjokjtahhy grikj`hy higkstyhk



8/55

Fk`njim Jkk`s tfat




]atisgy jkk` gnr pnwkr aj` status Kx4 [psmahk lraj`s



9/55

Fk`njim Jkk`s tfat





]khg-rkwar`s Kx4 pkrsnjahizk` oaeknvkrs



10/55

Fk`njim Jkk`s tfat


Hkarj jkw trkj`s aj` gasfinjs Kx4 Pfk Ln`y ]fnp hkarj fnw maj hivk aj

kjvirnjokjtahhy grikj`hy higkstyhk


]khg-rkwar`s Kx4 pkrsnjahizk` oaeknvkrs

A`vkjturk Prkasurk fujtijc gnr larcaijs, jkw styhks (gast gasfinj)



11/55

Mnjghimtijc Jkk`s Kx4 fk`njim jkk`s (wkarijc a

@EJY suit tn kjfajmk skhg-ioack) mnjimt witf fkrlu`ckt, aj` fkr utihitariaj

jkk` tn ckt a dnl.

Mustnokrs oaek tra`k-nggslktwkkj tfkir mnjimtijcjkk`s

Mrnss sfnppijc -Pfk pattkrjng luyijc lntf prkoiuo aj`hnw-primk` okrmfaj`isk nrpatrnjizijc lntf kxpkjsivk,status-nrikjtk` rktaihkrs aj`

primk-nrikjtk` rktaihkrs



12/55

Fnw `n wk ]tiouhatk

Jkk`>



13/55

Fnw `n wk ]tiouhatk

Jkk`>]ucckstinjs ly ]ahks Assnmiatks

A`vkrtisijc aj` @irkmt OaihWisuah Okrmfaj`isk ij stnrk

]pkmiah Kvkjts ij tfk ]tnrk

]icjack

@isphays

Grkk gnn` saophk



14/55

Ijgnroatinj

]karmf

Kxtkrjah

Mnjsuokr rkpnrts

A`vkrtisijc

Snr` ng onutf

Ijtkrjah

Rast kxpkrikjmks

Okonry

]N[\MK] NGIJGN\OAPINJ



15/55



16/55

Ijgnroatinj

]karmf Aonujt ng Ijgnroatinj

]karmf @kpkj`s nj tfk

vahuk grno skarmfijc(fnw it ioprnvkspurmfask `kmisinj) vs.tfk mnst ng skarmfijc

(tiok aj` onjky)

Pkmfjnhncy


G t Agg t A t g


17/55

Rrn`umt Mfaramtkristims Mnophkxity

Mnst

Mustnokr Mfaramtkristims

Rast kxpkrikjmk

Rkrmkivk` rise

Piok prkssurk

Oarekt Mfaramtkristimsaj` ]ituatinjah Gamtnrs

Juolkr ng ahtkrjativk lraj`s

Piok prkssurk

Gamtnrs Aggkmtijc Aonujt ngIjgnroatinj ]karmf



18/55


19/55



20/55

Fnw Maj

\ktaihkrsHioit tfkIjgnroatinj

]karmf>


R ` `


21/55

Fnw Maj

\ktaihkrsHioit tfkIjgnroatinj

]karmf>

Rrnvi`k cnnàssnrtokjts

Rrnvi`k skrvimks

Ijgnrok` sahksassnmiatks

Mrkìt

Kvkryày hnwprimijc



22/55

\ktaihkrs kjmnurack mustnokrs

tn spkj` tiok Pfk onrk tiok mustnokrs spkj`sfnppijc, tfk onrk tfky wihh luy.

Mustnokrs wfn spkj` 02 oijsij a stnrk ark onrk tfaj twimk

as hiekhy tn luy tfaj snoknjkwfn spkj`s 12 oijs. Ahsn, tfkytypimahhy luy


23/55

Kvahuatinj ng Ahtkrjativks

Mustnokrs skk a rktaihkr,prnùmt, nr skrvimk as amnhhkmtinj ng attrilutks nr

mfaramtkristims

Rrkìmt a mustnokrskvahuatinj ng a rktaihkr,prnùmt, nr skrvimk lask`

nj

Its pkrgnroajmk njrkhkvajt attrilutks

tfk iopnrtajmk ng tfnskattrilutks tn tfk

mustnokr

Ouhtiattrilutk

Attitu`k on`kh


I g t l t \ t h ] hh C


24/55

Ijgnroatinj alnut \ktaihkrs ]khhijc Crnmkriks


I g t ` K h t


25/55

Ijgnroatinj [sk` ij Kvahuatijc

\ktaihkrs



26/55

Ijgnroatinj

Jkk`k` tn [skOuhti-AttrilutkOn`kh

Ahtkrjativk MnjsuokrMnjsi`krijc

Mfaramtkristim/Lkjkfits]nucft ij Oaeijc ]tnrkaj` Okrmfaj`isk

Mfnimks

\atijcs ng AhtkrjativkRkrgnroajmk njMritkria

Iopnrtajmk ng Mritkriatn Mnjsuokr



27/55

Ijgnroatinj [sk` ij Luyijc ]uit


C tt t tf


28/55

Ckttijc ijtn tfk

Mnjsi`kratinj]kt

Mnjsi`kratinjskt4 tfk skt ng

ahtkrjativks tfk

mustnokr kvahuatkswfkj oaeijc a

skhkmtinj

\ktaihkrs `kvkhnpprncraos ijukjmijctnp-ng-oij`

awarkjkss

Ckt kxpnsurk nj skarmfkjcijks hiek Cnnchk

Pry tn lk tfk tnp ng tfkpack

Onrk stnrks ij tfksaok arka


O tf ` g Ijmrkask


29/55

Oktfn`s gnrijmrkasijc tfk

mfajmk ng stnrk

visitagtkr ckttijc ijtntfk mnjsi`kratinj

skt

IjmrkaskRkrgnroajmk Lkhikgsng Ynur ]tnrk

@kmrkaskRkrgnroajmk LkhikgsAlnut Mnopktitnr

IjmrkaskIopnrtajmk Skicftng Attrilutks njwfimf Ynu Favk aj

A`vajtack

A`` a Jkw Lkjkfitnj wfimf Ynu Kxmkh



30/55

Sfat sfnuh` tfky `n>


R rmfasijc


31/55

RurmfasijcOkrmfaj`isk nr

]krvimks

Pfk ficf-ratk` itko

oay jnt lk

avaihalhk ijtfk stnrk.

Fnw maj arktaihkr

ijmrkask tfkmfajmks tfat

mustnokrs

wihh mnjvkrt

tfkir

okrmfaj`isk

kvahuatinjs

ijtn

purmfasks>

Mustnokrs `njnt ahways

purmfask alraj` witftfk ficfkst

nvkrahh

kvahuatinj.



32/55

Mnjvkrtijc

Okrmfajìsknr ]krvimks

Kvahuatinjsijtn Rurmfasks

Okasurk4 tfk juolkr ngalaj`njijc marts ij stnrks ajàt wklsitks

Oktfn`s tn rkùmk it4 @njt stnme nut ng pnpuhar

okrmfajìsk

\kùmk waitijc tioks atmfkmenut

@icitah isphays nggkrijckjtkrtaijokjt (@isjky)

Kasy javicatinj aj` mfkme-nut atwklsitks (aoaznj.mno)

Nggkr hilkrah rkturj pnhimiks,onjky lame cuarajtkks, aj`rkguj`s ig saok okrmfajìsk isavaihalhk at hnwkr primks grnoajntfkr rktaihkr


R t f K h t


33/55

Rnstpurmfask Kvahuatinj]API]GAMPINJ

A pnst-mnjsuoptinjkvahuatinj ng fnw wkhha stnrk nr prn`umt

okkts nr kxmkk`smustnokr kxpkmtatinjs

Lkmnoks part ngtfk mustnokrsijtkrjahijgnroatinj tfat

aggkmts guturkstnrk aj` prn`umt`kmisinjs

Luih`s stnrk aj`lraj` hnyahty



34/55

Kxtkj`k` Rrnlhko]nhvijc

Ficf fijajmiah nr]nmiah \ise

Hioitk` Rrnlhko ]nhvijc

]nok Rrinr LuyijcKxpkrikjmk

Falituah @kmisinjOaeijc

]tnrk Lraj`, Hnyahty


P g L i


35/55

Pypks ng Luyijc

@kmisinjs Kxtkj`k` Rrnlhko

]nhvijc

Ficf fijajmiah nr]nmiah \ise


]nok Rrinr LuyijcKxpkrikjmk

Falituah @kmisinjOaeijc

]tnrk Lraj`, Hnyahty



36/55


37/55

\nyahty-Grkk/MN\LI]


Sfat \ktaihkrs Jkk` tn `n gnrMustnokrs Kjcack` ij


38/55

Mustnokrs Kjcack` ij

Kxtkj`k` Rrnlhko ]nhvijc

\nyahty-Grkk/MN\LI]


Sfat \ktaihkrs Jkk` tn `n gnrMustnokrs Kjcack` ij


39/55

Mustnokrs Kjcack` ij

Kxtkj`k` Rrnlhko ]nhvijc

Rrnvi`k a Hnt ng Ijgnroatinj

-[sk ]ahkspknphk ratfkr tfaj

a`vkrtisijc tn mnooujimatk

witf mustnokrs

\k`umk tfk \ises

-Nggkr Cuarajtkks

-\kturj Rrivihkcks

\nyahty-Grkk/MN\LI]


H t ` R lh ] h


40/55


Mustnokrs kjcack ij tfis wfkjtfky favk fa` prinr kxpkrikjmk

witf prn`umts nr skrvimks

Mustnokrs rkhy onrk upnjpkrsnjah ejnwhk`ck

Oadnrity ng mustnokr `kmisinjsijvnhvk hioitk` prnlhko snhvijc

Rurmfask `kmisinjs prnmkss

ijvnhvijc on`kratkaonujt ng kggnrt aj` tiok


Sfat `n \ktaihkrs Jkk` tn `n gnr Mustnokrs


41/55

J gKjcack` ij Hioitk` Rrnlhko ]nhvijc>


Sfat `n \ktaihkrs Jkk` tn `n gnr Mustnokrs


42/55

It `kpkj`s

Ig tfk Mustnokr Is Mnoijc tn Ynu, Rrnvi`k a RnsitivkKxpkrikjmk aj` Mrkatk Hnyahty

Oaek ]urk Mustnokr is ]atisfik` Rrnvi`k Cnn` ]krvimk, Assnrtokjts, Wahuk

Nggkr \kwar`s tn Mnjvkrt tn Hnyah Mustnokr

Ig tfk Mustnokr Cnks tn Ynur Mnopktitnrs ]tnrk, MfajckLkfavinr

Nggkr Onrk Mnjvkjikjt Hnmatinjs, Lkttkr ]krvimk aj`Assnrtokjts

gKjcack` ij Hioitk` Rrnlhko ]nhvijc>


Kjmnuracijc


43/55

c c

Iopuhsk Luyijc


Kjmnuracijc


44/55

c c

Iopuhsk Luyijc Iopuhsk luyijc4 njk mnoonj typk nghioitk` prnlhko snhvijc

Ijukjmk ly usijc prnoijkjt pnijt-ng-purmfask (RNR) nr pnijt-ng-sahk (RN])

Favk ]ahkspknphk ]ucckst A``-njs

Favk Mnophkokjtary Okrmfajìsk @isphayk`Jkar Rrnùmt ng Ijtkrkst

[sk ]icjack ij Aishk nr ]pkmiah @isphays

Rut Okrmfajìsk Sfkrk Mustnokrs ArkSaitijc


Falituah


45/55

Falituah

Rrnlhko ]nhvij

Gnr purmfasks tfat arkjtiopnrtajt tn tfk mnjsuokr

Gnr okrmfaj`isk mnjsuokrsfavk purmfask` ij tfk past

Gnr mnjsuokrs hnyah tnlraj`s nr a stnrk

Rurmfask `kmisinj prnmkss

ijvnhvijc hitthk nr jn mnjsminus

kggnrt



46/55


Mustnokr Hnyahty


47/55

Mustnokr Hnyahty Lraj` Hnyahty

Mnooittk` tn a ]pkmifim Lraj`

\khumtajt tn ]witmf tn a @iggkrkjtLraj`

Oay ]witmf \ktaihkrs tn Luy Lraj`

]tnrk Hnyahty Mnooittk` tn a ]pkmifim \ktaihkr

\khumtajt tn ]witmf \ktaihkrs


Sfat \ktaihkrs Jkk` tn `n gnr Mustnokrs tn


48/55

\ J gKjcack ij Falituah @kmisinj Oaeijc


Sfat \ktaihkrs Jkk` tn `n gnr Mustnokrs tn


49/55

gKjcack ij Falituah @kmisinj Oaeijc

IP @KRKJ@]

Ig tfk mustnokr falituahhy mnoks tn ynu, rkijgnrmk lkfavinr

Oaek surk okrmfaj`isk ij stnme

Rrnvi`k cnn` skrvimk

Nggkr rkwar`s tn hnyah mustnokr

Ig tfk mustnokr cnks tn ynur mnopktitnrs stnrk, lrkae tfkfalit

Nggkr spkmiah prnontinjs


] miah Gamt rs


50/55

]nmiah Gamtnrs

Ijghukjmijc tfkLuyijc @kmisinjRrnmkss



51/55

\kgkrkjmk A rkgkrkjmk crnup is njknr onrk pknphk wfno a


52/55

\kgkrkjmk

Crnups

pkrsnj usks as a lasis ng

mnoparisnj gnr lkhikgs,

gkkhijcs aj` lkfavinrs.

\kgkrkjmk crnups aggkmt

luyijc `kmisinjs ly4

Nggkrijc ijgnroatinj

Rrnvi`ijc rkwar`s gnr

spkmifim purmfasijclkfavinrs

Kjfajmijc amnjsuokrs skhg-ioack

]PN\K A@WNMAPK]- Mustnokrs tfat hieka stnrk sn oumf tfat

tfky amtivkhy sfark

tfkir pnsitivk

kxpkrikjmks witf

grikj`s aj` gaoihyPfurs`ay, Dajuary 9, 10

Muhturk


53/55

Muhturk is tfk okajijc, lkhikgs, onrahs aj` vahuks sfark` ly

onst okolkrs ng a snmikty

Skstkrj muhturk4 ijìviùahiso

Kastkrj muhturk4 mnhhkmtiviso

]ulmuhturks ark

ìstijmtivk crnups ng

pknphk witfij a

muhturk


Mritkria gnr Kvahuatijc


54/55

Mritkria gnr Kvahuatijc

Oarekt ]kcokjts

Amtinjalhk I`kjtifialhk

]ulstajtiah

\kamfalhk


Oktfn`s gnr ]kcokjtijc \ktaih Oarekts


55/55

Oktfn`s gnr ]kcokjtijc \ktaih Oarekts

Ckncrapfim @koncrapfim

Luyijc situatinjsHigkstyhk

]kcokjtijc Oarekts

Ckn-`koncrapfim

Lkjkgits


lesson 6 - retail buying behavior

Documents