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Consumer Behavior Essay

1809 words - 7 pages

Indian Institute of Foreign TradeNew DelhiSubmitted as part of Assignment for non participant in role play in Consumer Behavior
Sachin Kumar AhujaMBA - 2011-2014Roll Number - 39Trimester - 06Profile of the store visited"Laxmi store", is typical local retail store in the Vaishali, Sector 2, Ghaziabad. It keeps all the daily needs stuff and grocery items. It is very famous store and very economical. Owners gives good discount on MRP so most of the customers like to purchase from this store. It is situated in the middle of residential colony of Sector 2. Residence of two rooms set around 1000 square feet (MIG floor) is converted in to retail store. A mother and her two sons run it. Front room has a cash counter and goods display shelves. Second room is a storage room.General profile of the customers visiting the storeType 1: - Nuclear Family - typically husband and wife of age 30-45 years belong to middle-income group.Type 2: - Only husband - typically of age 25-40 years of middle and lower income groupType 3: - Only wife - typically of age 25-45 years of middle and lower income groupType 4: - Young boy/girl (Teenagers)- typically of age 10- 18 years old.Type 5 :- By Children's: They quickly come and make a specific purchase like ice cream, chocolate, pencil or book. They selection is influenced by TV advertisement and if they don't find the choice of their item, they are disappointed and go without purchase. They don't purchase on anything else other than what they specifically want.Demographic, Geographic and Psychographic details of the customers:Customer of every age visited this store, there were people as old as 60+ years coming for purchase, 40+ years people, young Home maker around 25 years, Teenage around 16-20 years and children's, around 8- 10 years this store has things for each age people.During 9 am to 12 pm the visit to this store is done mostly by females and during 5pm - 8 pm the visitors to this store is children's / males and aged people both male and female.During 1pm to 3pm most of the maid completes their job and leave for their home, during this period they visit the store to purchase there required items. They also come to purchase under the instruction of their owner after completing the house hold work.95% Visitors to this store is from the complex and only 5 % are the daily wage construction workers from the nearby construction site. Possible kind of purchases made and Time spentType 1: - Regular-monthly grocery of price range (1500 - 5000 INR). They like to purchase once in a month all the major items to manage their budget accordingly. These customers are generally doing job and earns on monthly . basis. They like to keep stock of the items in the home. This people take their own time, also explore some other new available products. Generally go by BrandType 2: - Grocery of price range (300 - 500 INR). They generally purchase on need basis. Generally these customers who are daily earners. They purchase on need...

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