Understanding Buyer Behaviour

GROUP 3

Understanding Buyer Behavior Focus Hypermarket

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1. INTRODUCTION

Retail in simple terms is the sale of something (goods or services) from the retailer to the end user. Retail management is therefore an important concept which one needs to understand in order to know more about the retailing business, types of retail outlets and purchase behavior of consumers associated with these retail outlets.

There are different types of retail outlets. They are classified into a number of categories based on 3 broad categories. These are as follows:

1. On the basis of ownership:

* Independent

* Chain

* Franchise

* Lease Departments

* Consumer Cooperative

2. Store Based Retail Strategy Mix:

* Food Based Retailers: Convenience Store, Conventional Supermarket, Hypermarket, Warehouse Store

* General Merchandise Retailers: Specialty Store, Department Stores, Off-Price Chain, Factory Outlet, Flea Market

3. Non-store based retail strategy mix & non-traditional retailing:

* Direct Selling

* Vending Machine

* World Wide Web

We as a group have tried to study the purchase behavior of customers in Focus Hypermarket which is a conventional supermarket and falls under the category of store based strategy mix. However it is not only restricted to food based retailing. It also includes a small section of other items like home furnishings, stationery and some other home appliances. But it cannot be classified as a hypermarket like Big Baazar because of a smaller range of products offered and also the size of the store. One primary reason for choosing this hypermarket was its location. As it is situated in Focus mall which at present is the only mall in Calicut that houses all types of stores and major branded stores in the city, it is visited by customers belonging to different classes. Therefore Focus Hypermarket...