consumer studies Flashcards
factors
Income: when disposable income is limited consumer must ensure needs are met first e.g. food and bills.
Personal preferences: if a product appeals to a consumer’s tastes, they will be more incluned to purchase.
Advertising: purpose of adverts to introduce new products/services. Advertising using techniques to influence consumer e.g. humor, catchy songs, celebrity endorsements
Celebrity endorsement: Ronaldo, Nike
Supermarkets
Large open-plan stores making them easy for consumers to move around
Offer self-service, allowing customers to shop independently .
Offer cheaper prices as they can bulk buy products
Hypermarkets
Similar to supermarkets, but much larger in size
Often have a café or restaurant
Offer self-service, allowing customers to shop independently .
Independant shops
Tend to be small
Specialize in one good
Limited range
More expensive then supermarkets because they cannot bulk-buy products to avail of discounts
Generally located in cities and towns
Department stores
large open-plan stores
- offer a wide array of products
- offer competitive prices and good value for money.
Multiple chain stores
- under the management of one company but have numerous branches nationwide.
- offer self service
Discount stores
-offer goods at a great discount
- offer a wide array of products
- self service
Other retail outlets
Auctions
Street markets
Mail order shopping
Advantages of online shopping
Can be ordered from anywhere
Large variety of products
Delivered by post
Can be cheaper
Disadvantages of online shopping
Product could get lost in mail
Can take a long time to be delivered
Fraud
Product purchased may not be as expected
Retail psychology
Shop layout: shops are usually large, bright and warm so consumers remain for longer. Increasing impulse buying
Background music: soft music is used to relax consumers making them browse longer
In-store smells: fresh smells, e.g. baked bread stimulate consumers’ taste buds.
Product placement: essential goods are placed at the back.
Consumers must pass all non-essential items, increasing chance of impulse buying.
Special offers at the end of the aisles
Food samples
Loyalty schemes: ex. Tesco Clubcard
Changes in shopping patterns
Online shopping: online shopping enables consumers to purchase goods at any time and have them delivered to homes
Consumer expectations: nowadays consumers have very high expectations when shopping.
Good-quality products at reasonable prices Access to multicultural foods High standards of hygiene.
Time available: due to busier lifestyles, time available for shopping can be limited. Delivering food saves time e.g. supervalu, tesco , dunnes.
Environmental awareness: consumers are becoming more environmentally aware when shopping, leading to demand for
Tradition: many consumers continue to shop in independent food and service suppliers where they have built up a relationship e.g a local vegetable shop.
consumer research
Consumer research involves the collection, processing and analysis of information from consumers about their needs and wants.
Types of consumer research
Field – research that has not been collected previously face-to-face
Desk – involves collecting and analysing data and information that already exists. - internet, newspapers and company reports
consumer rights
Choice: variety creates competition
Information: honest info about product
Value: entitled to value for money
Safety: goods should be safe to use, carry safety symbols, carry warnings. Ex. Electrical appliances and toys.
Redress: to complain and receive the 3Rs. Repair/replacement/refund
