Analyzing the Buying Habits of Consumers

Analyzing the Buying Habits of Consumers


This speaker offered several ideas about how retailers can influence consumers to make impulse purchases. For example, in fashion stores the newest merchandise is placed at the rear of the store ensuring that customers will spend at least enough time to transit to the back of the store to examine the new products and to pick up other products along the way. To encourage impulse buying in electronics stores, top of the line merchandise is placed at the front of he store where sales personnel have better access to each customer. Supermarkets tend to place repeat or frequent purchase items in the four corners of the store to increase the average time customers are in the store. The more time consumers spend in a retailer, the greater the chances are that they will make an impulse buy.
The speaker suggests retailing requires two things; an understanding of what consumers want and the ability to sell it. An alternative is the more complex process of creating a need when one did not exist before. One way to do so is to feature items at the retail level.

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