Shopping Trip Behaviour

7/31/2019 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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Shopping Trip Behaviour

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