6.

Análise do
Consumidor
Objectives
6.1 To discuss why it is important for a retailer to properly identify,
understand, and appeal to its customers
6.2 To enumerate and describe a number of consumer
demographics, lifestyle factors, needs and desires – and to
explain how these concepts can be applied to retailing
6.3 To examine consumer attitudes toward shopping and
consumer shopping behavior, including the consumer
decision process and its stages
6.4 To look at retailer actions based on target market planning
6.5 To note some of the environmental factors that affect
consumer shopping
Figure 6.2 What Makes Retail Shoppers
Tick
Consumer Demographics and Lifestyles
Consumer Demographics Consumer Lifestyles
• objective, quantifiable, • ways in which individual
easily identifiable, and consumers and families
measurable population (households) live and
data spend time and money
Helpful Facts for Understanding U.S.
Demographics (1 of 2)
• Typical household has an annual income of $54,000
• Top 1/5 of households earn approximately $100,000 or more
• Lowest 1/5 of households earn $20,000 or less
• High incomes lead to high discretionary income
Helpful Facts for Understanding U.S.
Demographics (2 of 2)
• There are about 6.5 million more females than males
• 57 percent of adult females are in the labor force
• Most U.S. employment is in services
• Approximately 32 percent of all U.S. adults age 25 and older
have at least a four-year college degree
• African Americans, Hispanic Americans, and Asian Americans
account for one-third of U.S. residents. their total annual buying
power is more than $3.4 trillion.
Understanding Consumer Lifestyles:
Social Factors
• Lifestyle
– Culture
– Reference Groups
– Social Class
– Time Utilization
– Household Life Cycle
– Family Life Cycle
Understanding Consumer Lifestyles:
Psychological Factors
• Lifestyle
– Personality
– Attitudes
– Perceived Risk
– Class Consciousness
– Purchase Importance
Figure 6.3 The Impact of Perceived Risk
on Consumers
functional (Will a good or service perform well?); physical
(Can a good or service hurt me?); financial (Can I afford
it?); social (What will peers think of my shopping here?);
psychological (Am I doing the right thing?); and time
(How much shopping effort is needed?).
Retailer Strategies to Reduce Perceived
Risk by Shoppers (1 of 2)
• Functional– product usage testing by retailer; especially
private labels. Double check returned “B” goods. Simulate
wear for new goods.
• Physical- safety testing, reduce salt and fat in food
products
• Financial- money back guarantee and exchange privileges
Retailer Strategies to Reduce Perceived
Risk by Shoppers (2 of 2)
• Social— co-branding of private label products with major
high-quality national brands (Kirkland by Starbucks)
• Psychological– showing empathy for consumer
• Time- double money back guarantee; auto dealers picking
and returning recalled cars
Illustrations of Life Styles
• Gender Roles
• Consumer Sophistication and Confidence
• Poverty of Time (feeling time-pressured)
• Component Lifestyles (shopping is now more situation-
based)
Figure 6.4 Blurring Gender Roles
Gender Segmentation and Retail Prices

Please click URL to view:

https://youtu.be/aXS17KQQdUc
Three Special Market Segments
• In-Home Shoppers
• Online/mobile Shoppers
• Out shoppers (out-of-hometown shopping)
Online Shoppers
• Use of Web for decision-making
process as well as buying
process
• Convenience is important
• Above average incomes, well-
educated
• Time scarcity is a motivation
Attitudes Towards Shopping
• Level of shopping enjoyment
• Shopping time
• Cautious Optimism and Disparity in Wealth Effect
Shopper Segmentation
• Shifting feelings about retailing
• Attitudes by market segment
‒ Involved
‒ Spontaneous
‒ Apathetic (indifferent)
• Attitudes toward private brands
Top Reasons for Leaving an Apparel
Store Without Buying (why shoppers
leave without making a purchase?)

• Change in shopping goals

• Deficiencies in merchandise assortment (cannot find an
appealing style, right size, fit)
• Lack of salesperson support and unsatisfactory in-store
experience
• Cannot find a good value
Table 7.3 Global Shopping Attitudes and
Behavior
Why Consumers in 51 Countries Shop at a Specific Retailer (% saying highly
influential):
Good value for the money 61

Lowest prices 58

Convenient location 57

Great sales and promotions 55

Desired products in stock 54

Organized store layout (ease of shopping) 42

Friendly, knowledgeable employees 40

Fast checkout 38

Customer loyalty program 28

Cross-Shopping (not cross-selling!)
• Shopping for a product category at more than one retail
format during the year (Some supermarket customers also
regularly buy items carried by the supermarket at
convenience stores, full-line department stores,
drugstores, and specialty food stores)
• Visiting multiple retailers on one shopping trip
Figure 6.6 The Consumer Decision
Process
Figure 6.7 Key Factors in the Purchase
Act
 Types of Consumer Decisions

Extended decision making occurs

when a consumer makes full use of
the decision process

With limited decision making, a

consumer uses all the steps in the
purchase process but does not spend a
great deal of time on each of them.

the consumer buys out of habit or

frequently and skips steps in the
purchase process
Types of Impulse Shopping (they had not planned on
buying before entering a store,…

• Completely unplanned
• Partially unplanned
• Unplanned substitution
• Retail atmospherics
• Enhanced service mix – related + unrelated to core
Figure 6.10 Devising a Target Marketing
Strategy
Possible Retailer Approaches
• Mass Marketing
– Kohl’s Department Stores
• Concentrated Marketing
– Family Dollar
• Differentiated Marketing
– Foot Locker