Your task in this activity is to match the various shopping motivations to the three types of buyers listed below.
Consumers tend to adopt a similar shopping style across various markets/products. For example, some consumers tend to be shoppers/switchers, whereas other consumers are quite loyal (or habitual buyers) – so let’s see if we can describe and understand them.
|Shopper One = Loyal/non-switcher||
|Shopper Two = Shopper/switcher||
|Shopper Three = Balanced/flexible||
Match the following list of behavior and motivation to the above shopping styles:
- They get the assurance of feeling they have made the ‘right decision’
- They see differing value at times, depending upon the purchase situation
- They enjoy negotiating
- It’s an easy/convenient shopping style
- They are demanding and are easily dissatisfied
- They see themselves as ‘smart buyers’
- They like variety
- They enjoy the challenge of making the right decision
- They view brands as “much the same”
- They don’t like wasting time on shopping
- They see themselves as ‘professional shoppers’
- Peace of mind, as they know that they have made a safe decision
- Firstly, match the motivations/behaviors to one or more of the initial shopping styles.
- Does each consumer perceive him/herself as a rational shopper? Are any of the shopping styles that you would consider to be ’emotional’ shoppers?
- How could a retailer use this type of information to their advantage? Give some examples.