Towards an Understanding of Retail Strategy and Shopping Behaviour: Perspectives from a Developing Country
This research indicates that in order for retailers to achieve their primary objective of increasing the amount of feet into their stores, some powerful, highly effective strategic tools that retailers possess can be utilised in an effective manner to meet their objectives. From the multitude of strategic choices available for each decision, a retailer can choose any combination. A survey was conducted to collect data on customer behaviour, recruiting, store design, retail marketing, Supply Chain Management (SCM), Customer Relationship Management (CRM) and a few other criteria in the South African retail sector. In this descriptive study, it is established whether a retailer that makes an initial choice about which strategy to implement complies with existing understanding about their consumers preferences. Using a previously validated and modified questionnaire, a unique data set covered all retailer sectors. Patterns and trends were detected to study the determinants of various strategic retail combinations for retailers. The data indicated asymmetric evaluations of choices and a few distinct patterns. Moreover, a few associations between store preferences and price are identified to specific locations of the consumers. Some combinations are more similar than others and a concern that the pricing strategy in isolation fails to portray a complete picture.
retail strategy shopping behavior developing country
Visvanathan Naicker
University of the Western Cape, South Africa
国际会议
杭州
英文
267-277
2011-10-15（万方平台首次上网日期，不代表论文的发表时间）