Introduction
Studies of customer behaviour in retail stores usually deal with the identification of customers and their buying behaviour patterns. Such studies aim to ascertain who buys where, what, when and how. In addition, such studies endeavour to learn about customer response to sales promotion devices. The results of these studies are useful in the solution of an array of marketing problems. Understanding consumer behaviour has become one of the important elements of a marketing strategy, which enables marketers to understand and predict consumer behaviour in the effort to increase the chances of being successful in the market.
Program Objectives
This program aims to:
● Ascertain who buys where, what, when and how
● Learn about responses to sales promotion devices
Learning Outcomes
After completing this program, participants should be able to:
● Understand how consumer behaviour in retail stores
● Understand how customer learn, choose and purchase in a retail store
● Plan strategies for sales in retail stores
● Increase sales and profit through an effective sales strategy