Description
The ppt is about shopping orientation and it highlights the bellow topics categorization of indian shoppers, shopping orientation in Indian context, orientation factors towards shopping, factors affecting shopping orientation.
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Introduction ? Shopping: What is it about? ? Why people shop? Shopping Orientation Categorization of Indian Shoppers Shopping Orientation in Indian Context Shopping Orientation in the Evolving Market Orientation Factor towards Shopping Orientations of Indian Shoppers Factors Affecting shopping orientation Conclusions Recommendations References
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Shopping is what we do to create value in our lives Defines the way we understand our world Shopping has remade our culture As an activity shopping is getting transformed every day with advancements in the way we live As a routine activity, shopping is undergoing a paradigm shift, with changes in the retail environment Retailers are responding by way of innovations in the practice of shopping Different store formats:
? ?
departmental stores or online stores, and suburban shoppers and middle class shoppers
Different types of shoppers on the basis of their socio-economic status:
? ?
For acquiring a product For non-purchase reasons:
? Diversion from routine activities ? Exercise ? Sensory stimulation ? Social interaction ? Learning about new trends ? Acquiring interpersonal power
? ?
? ?
A complex and multi-dimensional concept, affected by numerous interrelated variables. Defined as a shopper’s style that places particular emphasis on a shopping-specific lifestyle encompassing shopping activities, interests and opinions Reflects a view of shopping as a complex, social, recreational and economic phenomenon Stated in simple terms, it indicates the way shoppers perform their task of shopping.
?
Economic shoppers
? Who would evaluate the store on its offerings in
terms of merchandise and prices
?
Personalizing shoppers
? Who
would salespersons
develop
relations
with
the
? ?
Ethical shoppers
? Who shop to help the "little guy"
Apathetic shoppers
? Who show lack of interest in shopping
? ? ? ? ? ?
Chameleons Collectors Foragers
? Who have situation-specific styles
? Who purchase in large quantities
Hibernates Predators
? Who purchase only desired items
? Who are indifferent towards shopping
Scavengers
activity
? Who are purposive and speed oriented in shopping and
? Who enjoy shopping both to make purchases, and as an
Salient Features of Indian Shopping ? Organized sector contributes only 2% to the industry. ? Convenience and merchandise are very important. ? More importance is attached to ambience & facilities at the store. ? Demographics have a limited role to play in deciding the store to shop.
Distinct Aspects of Indian Shoppers
? Seek emotional value more than functional value ? Post purchase information management &
bargaining ? Definition of convenience
? Proximity to home & work place
?
Post-purchase Experience Sharing
? Foremost shopping orientation of Indian Shoppers is their inclination
towards sharing the shopping experience among friends, colleagues and neighbors.
? ?
Managing Stress
? Shopping is considered as a pastime and people enjoy shopping.
Exploring
? Indians visit new stores to check about the merchandise or anything that
was novel ? Tendency to try different things.
?
Active Information Seeking while Shopping
? Actively gather information while shopping ? Seeking help of others before making the final decision.
? ?
Relaxed after Shopping Shopping from the Nearest Store
? Feeling of accomplishment and deriving good value out of it.
? Prefer to buy from the nearest store. Need not to be near home but can
?
Bargain Seeking
Go and Grab
fixed price shop.
also be from the workplace.
? Inclination towards bargain seeking. ? Bargaining is considered to be an essential factor even when they visit
?
?
? Tendency to finish the task of shopping as soon as possible . They would
Loyal
like to shop alone.
? Shoppers tend to patronize and buy from a particular store.
? ?
Visiting Unplanned
? Some have the tendency to visit the store without planning also.
Price Driven
? Show an inclination towards low price offers and looked out for such
offers.
?
Avoiding Crowd
? Show a tendency to avoid crowds and shop when the store had few
shoppers.
?
List Sticking
? Showed a tendency to make planned purchases. ? They would shop with a list and would stick to it in most situations.
? Fun Shoppers ? Enjoy shopping and found to be involved ? This group of shoppers go to the market with an objective of deriving maximum value out of their shopping in terms of bargain, information, and enjoyment. ? For them, shopping is another form of entertainment. ? They make unplanned visits to the store, collected a lot of information before as well as during shopping.
? Work Shoppers ? View shopping as an activity that needs to be finished with the least effort ? Tend to take shopping as a work or an activity that needed to be performed. ? They consider shopping as a waste of time. ? They would prefer to shop from home. ? They also tend to avoid crowds. ? In case they go for shopping, it was more as a pastime. ? Such shoppers would visit stores only when they feel that they had spare time and nothing important to do.
Plays a critical role in the economic development of the country. ? Contribution to industrial output, export earnings of the country and the generation of employment. ? Largest foreign exchange earner.
?
1.
a.
Demographics
Age b. Income c. Social Status d. Location e. Profession
2. 3. 4. 5.
Advertisements Environment Opinion Leaders Fashion Statements
Orientation of the Indian shoppers is based largely on entertainment derived out of shopping. ? Indian shoppers sought emotional value more than the functional value of shopping. ? Although there is an indication of shopping being considered a task and should be finished as soon as possible, this orientation is overshadowed by the entertainment value derived by the shoppers. ? The tendency of the shoppers to talk about their shopping experience has implications for building the reputation of the store.
?
?
The Indian shoppers would like to bargain at any store.
? This seems to be driven by the gratification derived
out of ‘extracting’ a right price from the retailer.
?
?
During the process of bargaining, the shoppers collect considerable information about merchandise as well as the store. Hence the sales persons at the store need to possess good communication and negotiation skills.
? ?
?
?
?
It is possible to impact the orientation of the shoppers by offering newer formats. However, the shoppers’ preference for a store that is nearer and can be visited frequently poses a major challenge in the current retail scenario. The retailers delivering the experience of “fun” would need to offer wider assortment and an ambience where the shoppers would like to spend more time. In the current situation, due to the high cost of real estate, the retailers are finding it difficult to provide such an ambience. However, in order to be successful, the retailers need to experiment with a format that attracts both types of shoppers.
Darden, W R and Reynolds, F D (1971). Shopping Orientations and Product Usage, Journal of Marketing Research, Vol. 8, November, pp 505-508 Gillett, P L (1973). A Profile of In-home Shoppers, Journal of Marketing, Vol. 34, July, pp 40-45 Goswami, P (2007). Apparel Shopping Orientation of Urban Indians: A Study on Kolkata, Indian Journal of Marketing, April 2007, Vol. XXXVII, pp. 25-33 Hafstrom, Jeanne J., Jung Sook Chae, and Young Sook Chung (1992). Consumer Decision-making Styles: Comparison between United Slates and Korean Young Consumers, The Journal of Consumer Affairs, Vol. 26 (1), pp. 146-158 Hassay, D. N. and Smith, M. C. (1996). Fauna, Foraging, and Shopping Motives, Advances in Consumer Research, Vol. 23, pp. 510-515 Hiu A, Siu N, Wang C, Chang L. (2001). An Investigation of Decision-Making Styles of Consumers in China, The Journal of Consumer Affairs, Vol. 35, No. 2, pp. 326345 Jin, B. and Kim, O. (2001). Discount Store Retailing in Korea, Journal of Global Marketing, Vol. 15, No. 2, pp. 81-107 Sinha, P K (2003). Shopping Orientation in the Evolving Indian Market," Vikalpa, Vol. 28, No 2, April-June, pp. l3-22 Visser, E.V. & Preez, R. (2001). Apparel Shopping Orientation: Two Decades of Research, Journal of Family Ecology and Consumer Sciences, Vol. 29, pp. 72-81
doc_223310064.pptx
The ppt is about shopping orientation and it highlights the bellow topics categorization of indian shoppers, shopping orientation in Indian context, orientation factors towards shopping, factors affecting shopping orientation.
?
? ? ? ? ? ? ?
?
? ?
Introduction ? Shopping: What is it about? ? Why people shop? Shopping Orientation Categorization of Indian Shoppers Shopping Orientation in Indian Context Shopping Orientation in the Evolving Market Orientation Factor towards Shopping Orientations of Indian Shoppers Factors Affecting shopping orientation Conclusions Recommendations References
?
?
? ? ? ? ? ?
Shopping is what we do to create value in our lives Defines the way we understand our world Shopping has remade our culture As an activity shopping is getting transformed every day with advancements in the way we live As a routine activity, shopping is undergoing a paradigm shift, with changes in the retail environment Retailers are responding by way of innovations in the practice of shopping Different store formats:
? ?
departmental stores or online stores, and suburban shoppers and middle class shoppers
Different types of shoppers on the basis of their socio-economic status:
? ?
For acquiring a product For non-purchase reasons:
? Diversion from routine activities ? Exercise ? Sensory stimulation ? Social interaction ? Learning about new trends ? Acquiring interpersonal power
? ?
? ?
A complex and multi-dimensional concept, affected by numerous interrelated variables. Defined as a shopper’s style that places particular emphasis on a shopping-specific lifestyle encompassing shopping activities, interests and opinions Reflects a view of shopping as a complex, social, recreational and economic phenomenon Stated in simple terms, it indicates the way shoppers perform their task of shopping.
?
Economic shoppers
? Who would evaluate the store on its offerings in
terms of merchandise and prices
?
Personalizing shoppers
? Who
would salespersons
develop
relations
with
the
? ?
Ethical shoppers
? Who shop to help the "little guy"
Apathetic shoppers
? Who show lack of interest in shopping
? ? ? ? ? ?
Chameleons Collectors Foragers
? Who have situation-specific styles
? Who purchase in large quantities
Hibernates Predators
? Who purchase only desired items
? Who are indifferent towards shopping
Scavengers
activity
? Who are purposive and speed oriented in shopping and
? Who enjoy shopping both to make purchases, and as an
Salient Features of Indian Shopping ? Organized sector contributes only 2% to the industry. ? Convenience and merchandise are very important. ? More importance is attached to ambience & facilities at the store. ? Demographics have a limited role to play in deciding the store to shop.
Distinct Aspects of Indian Shoppers
? Seek emotional value more than functional value ? Post purchase information management &
bargaining ? Definition of convenience
? Proximity to home & work place
?
Post-purchase Experience Sharing
? Foremost shopping orientation of Indian Shoppers is their inclination
towards sharing the shopping experience among friends, colleagues and neighbors.
? ?
Managing Stress
? Shopping is considered as a pastime and people enjoy shopping.
Exploring
? Indians visit new stores to check about the merchandise or anything that
was novel ? Tendency to try different things.
?
Active Information Seeking while Shopping
? Actively gather information while shopping ? Seeking help of others before making the final decision.
? ?
Relaxed after Shopping Shopping from the Nearest Store
? Feeling of accomplishment and deriving good value out of it.
? Prefer to buy from the nearest store. Need not to be near home but can
?
Bargain Seeking
Go and Grab
fixed price shop.
also be from the workplace.
? Inclination towards bargain seeking. ? Bargaining is considered to be an essential factor even when they visit
?
?
? Tendency to finish the task of shopping as soon as possible . They would
Loyal
like to shop alone.
? Shoppers tend to patronize and buy from a particular store.
? ?
Visiting Unplanned
? Some have the tendency to visit the store without planning also.
Price Driven
? Show an inclination towards low price offers and looked out for such
offers.
?
Avoiding Crowd
? Show a tendency to avoid crowds and shop when the store had few
shoppers.
?
List Sticking
? Showed a tendency to make planned purchases. ? They would shop with a list and would stick to it in most situations.
? Fun Shoppers ? Enjoy shopping and found to be involved ? This group of shoppers go to the market with an objective of deriving maximum value out of their shopping in terms of bargain, information, and enjoyment. ? For them, shopping is another form of entertainment. ? They make unplanned visits to the store, collected a lot of information before as well as during shopping.
? Work Shoppers ? View shopping as an activity that needs to be finished with the least effort ? Tend to take shopping as a work or an activity that needed to be performed. ? They consider shopping as a waste of time. ? They would prefer to shop from home. ? They also tend to avoid crowds. ? In case they go for shopping, it was more as a pastime. ? Such shoppers would visit stores only when they feel that they had spare time and nothing important to do.
Plays a critical role in the economic development of the country. ? Contribution to industrial output, export earnings of the country and the generation of employment. ? Largest foreign exchange earner.
?
1.
a.
Demographics
Age b. Income c. Social Status d. Location e. Profession
2. 3. 4. 5.
Advertisements Environment Opinion Leaders Fashion Statements
Orientation of the Indian shoppers is based largely on entertainment derived out of shopping. ? Indian shoppers sought emotional value more than the functional value of shopping. ? Although there is an indication of shopping being considered a task and should be finished as soon as possible, this orientation is overshadowed by the entertainment value derived by the shoppers. ? The tendency of the shoppers to talk about their shopping experience has implications for building the reputation of the store.
?
?
The Indian shoppers would like to bargain at any store.
? This seems to be driven by the gratification derived
out of ‘extracting’ a right price from the retailer.
?
?
During the process of bargaining, the shoppers collect considerable information about merchandise as well as the store. Hence the sales persons at the store need to possess good communication and negotiation skills.
? ?
?
?
?
It is possible to impact the orientation of the shoppers by offering newer formats. However, the shoppers’ preference for a store that is nearer and can be visited frequently poses a major challenge in the current retail scenario. The retailers delivering the experience of “fun” would need to offer wider assortment and an ambience where the shoppers would like to spend more time. In the current situation, due to the high cost of real estate, the retailers are finding it difficult to provide such an ambience. However, in order to be successful, the retailers need to experiment with a format that attracts both types of shoppers.
Darden, W R and Reynolds, F D (1971). Shopping Orientations and Product Usage, Journal of Marketing Research, Vol. 8, November, pp 505-508 Gillett, P L (1973). A Profile of In-home Shoppers, Journal of Marketing, Vol. 34, July, pp 40-45 Goswami, P (2007). Apparel Shopping Orientation of Urban Indians: A Study on Kolkata, Indian Journal of Marketing, April 2007, Vol. XXXVII, pp. 25-33 Hafstrom, Jeanne J., Jung Sook Chae, and Young Sook Chung (1992). Consumer Decision-making Styles: Comparison between United Slates and Korean Young Consumers, The Journal of Consumer Affairs, Vol. 26 (1), pp. 146-158 Hassay, D. N. and Smith, M. C. (1996). Fauna, Foraging, and Shopping Motives, Advances in Consumer Research, Vol. 23, pp. 510-515 Hiu A, Siu N, Wang C, Chang L. (2001). An Investigation of Decision-Making Styles of Consumers in China, The Journal of Consumer Affairs, Vol. 35, No. 2, pp. 326345 Jin, B. and Kim, O. (2001). Discount Store Retailing in Korea, Journal of Global Marketing, Vol. 15, No. 2, pp. 81-107 Sinha, P K (2003). Shopping Orientation in the Evolving Indian Market," Vikalpa, Vol. 28, No 2, April-June, pp. l3-22 Visser, E.V. & Preez, R. (2001). Apparel Shopping Orientation: Two Decades of Research, Journal of Family Ecology and Consumer Sciences, Vol. 29, pp. 72-81
doc_223310064.pptx