Shopping Trip Behaviour
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Transcript of Shopping Trip Behaviour
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IntroductionA Majority Of Purchases Are Unplanned,
In-store Marketing.
Pre-shopping Factors- The Shoppers Overall Trip Goals,
Store Specific Shopping Objectives, And
Prior Marketing Exposures
Out Of Store Factors That Influence A ConsumersShopping Trip Behaviour.
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Indian Retail IndustryWill grow to 95 million sq ft by 2012
41 million sq ft currently.
Mumbai is expected to grow from 8.72 million sq ft atpresent to 20 million sq ft by 2012,
Valued at about $427 billion
Out of the total earnings of the Government of Delhi
(Rs 11,000 crore), Rs 6,500 crore is achieved from theretail sector.
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Objectives of the Study To define and understand the concept of unplanned
Buying by evaluating shopping behaviour of keraliteretail customers.
To identify the dominant factors which influence theshopping behaviour in an organized retail format.
To evaluate the measures followed by the organizedstore formats.
To find out the out of list items which appear in theprocess of unplanned buying.
To identify, the link between unplanned buying andin-store as well as out of store factors
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Methodology Use of both primary and secondary data.
A market survey was carried out in the different
organized retail formats of Aditya Birla retail More. Time period - 3 weeks from November 15 2011 to
January 7 2012.
Questionnaire used.
Sample size of 100 consumers were interviewed atconvenience at the various sites of the differentorganized retail formats of more retail.
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Who wants to purchase?Experience it
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Analysis and interpretationResearch Sample (n = 100)Number of Respondents (%)
GenderMale 68 68
Female 32 32
Age Less than 20 2 220 -29 years 60 60
30 -39 Years 20 20
40 49 Years 18 18
Monthly Income1000 5000 6 6
6000-10000 28 2811000-15000 16 16
16000-20000 18 18
21000-25000 10 10
26000-30000 10 10
31000-35000 4 4
36000-40000 8 8
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636 654 624 652
802
A) I do like to
prepare a
Grocery list
before a
shopping trip
B) I do find
certain product
out of list while
shopping
C) I do prefer
window
shopping
D) I often end
up buying
products that I
find appealing
I visit more
than one shop
for the purpose
of shopping
Cumulative scores for shoppingbehaviour
cumulative scores
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Shopping trip objectives
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Store choice goals
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Planned or unplanned?
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Factors affecting unplanned buying
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Products purchased on Impulse
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Out of store factors
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Correlation Analysis
X on Y
OUT OF STORE
FACTORS
IN STORE
FACTORS
UNPLANNED BUYING 0.269469264 0.301907662
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Summary The probability of having more than one shop to visit seemingly
increase unplanned buying. Consumers spend impulsively on personal care products . people of Kerala normally do look for special offers, buy items which
are for immediate consumption and do prefer major shopping tripsonce in a week or a month. Preference towards stores which provide them with proper service and
also those stores which provide customers with other facilities likeclub more cards.
Visual merchandising and the behaviour of salesmen in these stores
also play a very important role in promoting unplanned buyingbehaviour whereas colours have a very insignificant role in promotingunplanned buying.
There is a significant increase in unplanned buying if out of storefactors and in store factors are increased.
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Conclusion
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