HOW TO HANDLE DIFFERENT TYPES OF RETAIL SHOPPERS AND MAKE SHOPPING A MEMORABLE EXPERIENCE FOR THEM
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 4
Abstract
Retailing is essentially an art which depends upon the ability of a retailer to handle customers. This ability in turn depends upon another ability of the retailer and that is to identify the differences among the various types of customers that visit their store. This research paper is based on the various strategies applied by the retailers/ retail sales personnel to handle various types of customers so that they are able to provide them, customer delight and hence a memorable shopping experience. The problem has been dealt with, with the help of a primary data collected through a field survey conducted with around 250 retail shoppers‟ in various organized & unorganized sector retail outlets such as Lifestyle malls, Shoppers Stop, Reliance fresh, Easy day, Bombay selections, Ambience mall & Tata Croma retail stores . Despite of the limitations of the research which are inherent to any such study, following major conclusions have been arrived at: A) Store/ Sales staff with which a customer actually interacts, play most crucial role in making the shopping experience of a customer. B) Each customer entering a retail store is different in terms of his shopping attitude and purchase behavior. C) A sales/ service personal should be smart enough to understand these differences and modify his/her sales presentation according to the type of customer he/she is handling at a particular time.
Authors and Affiliations
Mrs. Gurpreet Kaur Chhabra
Keywords
Related Articles
- EP ID EP19427
- DOI -
- Views 355
- Downloads 13
Do because we must – E marketing in developing countries
The concept of e marketing is very widely accepted by the companies around the world because it has not only contributed in the efficacy of 4 P’s of marketing mix in big a way but has also backed the increasing custome...
A Study on the Financial Performance of Select Passenger Car Companies in India
1) Objective of the study. 2) Hypothesis 3) Profitability Analysis – Within companies. – Impact of cost reduction techniques & sales revenue on profitability level. – Within industry. 4) Statistical tools. Objecti...
Women Entrepreneurship Development through SHG in Latur District
The Self Help Groups (SHG) Strategy is one of the instruments for empowerment of women through economic intervention. The study focuses on the economic activities and possible entrepreneurial qualities change, analyzin...
Training and Development Policies of Public and Private Banks- A case Study of Some Selected Banks in Karnataka
All the activities that are undertaken in banking sector can be directly related to human resources from the point of procurement of employees till his/her retirement. So the policy of the banking sector has its progra...
THE USE OF FINANCIAL INFORMATION IN STOCK EXCHANGE INVESTMENT DECISION MAKING IN CAPITAL MARKETS IN TANZANIA: A CASE OF ZANZIBAR
Investing in stock exchange requires the proper understanding of some key information about the stock exchange market and the way it operates. The key performance indicators including firms’ financial information are i...