Consumer Behavior in a Retail Store

1. Consumer Behavior More Retail Store, Forum Mall Observational Study

2. Target Group Observed Women – Aged between 30 to 55 (75% of the total footfall in the store) Men – Two categories Aged between 21 to 25 Aged between 32 to 45

3. FMCG Behavior Behavior on goods like soap, detergent, shampoo. Women tend to search for their products in the shelves and pick their products. eg. Women were seen searching for Surf Excel powder (Ariel and Tide detergent powders were on the top shelves) Most of the men from both categories were seen picking up goods which were on the top shelf itself. Very few men tried searching for a typical product in the store.

4. FMCG Behavior Behavior on products like soap and shampoo Women were seen having a close look at all the products and then selecting their products Younger women picked more of sun silk and dove shampoo. Men opted for shampoo and soaps after checking the free-bies. Also, many of them opted to buy shampoo sachets instead of the big bottles.

5. Medical Section/ Chemist Very few people going to this section. Less than 10 people went to the medical/ chemist section even during peak hours. (Observed duration – 30mins) The people who did come to the medical section bought not more than 2-3 tablet strips. This could mean that people still prefer going to the general chemist stores and not the ones tied with the retail chains.

6. Liquor No women seen in this section. Two types of consumers found in this section First: Men who were there to buy their brands and quickly made their billing. Second: Men who were along with their wife/girl friend. While the better half shopped for the daily grocery, these men entered the liquor section. Assumption: Impulsive purchases seen in this category.

7. Billing Counter Varied products like chocolates, pencil cells, soft drinks, sweets, chips, chewing gums, toys (Hot Wheels Car models) were placed in shelves right next to the billing counters. 1 out of 4 customers picked up one of the products from the shelves. Parents were the customers and the kids along with them were the consumers. Note: All the above mentioned products had their own sections in the store.

8. Thank you ~Aditya Mahagaonkar