Must Read – Book Excerpts

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Must Read – Book Excerpts

Edited Excerpts Adapted to Indian context from insightful books

Shopping Orientation, Shopper Types

Adapted from Shopper, Buyer and Consumer Behavior: Theory and Marketing Applications: Jay D. Lindquist, M. Joseph Sirgy

How and why consumer shop depends on their shopping orientation which is quite simply, their style of way of shoppin.It entails feelings about shopping and the shopping process as well as actual shopping behaviour

… it is possible to group consumers based on similarity of shopping orientation

Consumers can (also) be grouped into those who shop in stores only, those who shop on the Internet only and those who cross-shop stores and the Internet

Shopper Type	Shopping Strategies
In-store economiser	Compares prices, uses unit prices, redeems (discount) coupons Shops for bargains and does not believe that shopping for essentials like groceries is an important task This shopper relies on information search in the store itself even as shopping happens Typically, relatively young, well-educated and has a family to support
Apathetic or mechanistic	Has a negative attitude towards shopping Does not do much planning or budgeting while shopping Possibly from a small family
Involved traditional	Has positive attitudes towards trying new brands, planning their shopping and redeeming coupons Has positive feelings about the value or enjoyment of shopping, use of recipes and menu planning
Economy planner	Has positive attitudes towards using unit prices, coupons and media advertisements Compares prices and is not keen to try new brands Likes to plan menus and recipes Does not like to change stores Typically comes from a growing family Looks for convenience and regards quality of store brands to be important
Homemaker	Usually believes brand name implies quality Plans menus Believes that essentials’ shopping is an important task Is negative about shopping in more than one store Relatively more quality conscious and household-role oriented
Convenience seeker	Is positive towards redeeming coupons but does not use unit pricing Does not favour shopping in more than one store, preferring a familiar store where layout is known Open to visiting other stores to see what is new Believes brand name implies quality

Possible Sales Application: This grouping helps recognise and understand typical shopper personas and use that understanding to modify the in-store sales approach to match their preferred shopping styles ”

Concept of Retail Convergence and what it means for Different Types of Retailers

Excerpted from Principles of Marketing by Philip Kotler, Gary Armstrong and Prafulla Agnihotri – 17th Edition

Today’s retail forms appear to be converging. Increasingly, different types of retailers now sell the same products at the same prices to the same consumers thanks in part to the price transparency the internet provides. For example, you can buy brand name home appliances at department stores, discount stores, home-improvement stores, off-price retailers, electronic superstores and a slew of online sites that all compete for the same Customers. If you can’t find the microwave oven you want at Sears or Lowe’s, you can step across the street and find one for a better price at Target or Best Buy – or just order one online from Amazon.com.

This merging of consumers, products, prices and retailers is called retail convergence. Such convergence means greater competition for retailers and greater difficulty in differentiating product assortments of different types of retailers

Possible Sales Application: Food for thought - What could be the differentiating value proposition you can offer to your Customers to beat the challenges posed by Retail Convergence?

“The Net is pretty cool, but the physical world is the best medium ever.”
– Jeff Bezos –

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Must Read – Book Excerpts

Concept of Retail Convergence and what it means for Different Types of Retailers

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