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Custommer Retaiing Essay

3921 words - 16 pages

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Britomart Stores
Introduction
Customer retailing is a broad subject which covers all the major processes of shopping. The major focus of retailing is on the customers which entail analyzing the entire process of customer purchasing behavior to the outcomes of the shopping experience. This study paper seeks to explore customer shopping behavior in relation to the various factors affecting the shopping process. In this discussion, the paper provides detailed information on the shoppers’ behavior with a major emphasis on Britomart stores. The paper will relate different aspects of the ...view middle of the document...

The merchandise in the store ranges from fashion, beauty, sportswear, to other specialist stores. All these merchandises are within accessible stores under the brand name Britomart. In this part of the paper, we provide a detailed description of Britomart stores from the design, service to the merchandise which is visible by any customer visiting the store. Britomart’s description will capture the necessary elements which contribute towards ample shopping behavior of most customers. These will include Britomart stores’ atmosphere, layout, fixtures and fittings, and other physical attributes which attract and retain fashion customers.
Consumer behavior refers to the selection, purchase, and consumption of goods and services for the satisfaction of their wants. Various studies indicate that different processes influence the consumer behavior (Khosrowpour pg 76 2009). On the onset of shopping, the consumer tries to find the goods necessary in his, or her life and then he or she will select goods which promise greater utility. After the selection step, the consumer will make estimates of the available money in relation to the set spending. The last step will be the consumer’s analysis of the prevailing prices of goods and services and then makes the ultimate decision concerning the goods and services to acquire. Meanwhile, the entire explained process will be subject to various factors, which will influence the buying practices of the consumer. Before consumers can make a decision shop and acquire their essential goods and services, they will have to evaluate different aspects of the shopping process before deciding on where and when to shop. Britomart stores offer different consumers diverse aspects and grounds for shopping. Among the factors, which influence the shopping behavior of consumers includes the available merchandise, design of the stores, layouts, fixtures and fittings, lighting, air supply, and nature of floor. While surveying Britomart stores, we took an analysis of all the physical attributes which will influence the shopping behavior of fashion customers.
The utmost notable factor, which is likely to influence consumer behavior at Britomart stores, is the available merchandise. Britomart is a vibrant shopping, entertainment, and business private grounds located in downtown Auckland. From their profile, Britomart offers a wide variety of products and services to its consumers. In respect to available products and services, customers look out for stores which can offer most and all the necessary items at one place. Availability of all necessary goods and services at one store significantly influences the consumer behavior. Most if not all customers will prefer carrying out their shopping activities at one place, which allows them to acquire all the items on their shopping list. As for Britomart, the store offers a variety of merchandise to its customers ranging from fashion and beauty to other specialist products. The...

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