Dam780 Retail Customer Orientation Assessment Answer

 For companies, knowledge about customers is essential to their marketing plans. This customer knowledge comes from various sources and may be categorised using a typology of culture, social interactions, demographics and life style. a) Analyse the influence of any four (4) out of the following factors on consumer buying behaviour for your chosen retailer: ▪ Cultural Trends ▪ Sub-cultures ▪ Social Classes ▪ Family ▪ Customer Knowledge ▪ Life Style ▪ Personality ▪ Motives You are required to present a detailed analysis for each of the above to explain their influence on the consumers for your chosen retailer. b) Follow up on your analysis (1a) by proposing recommendations on how your chosen retailer can make further use of these influencing factors to their advantage in terms of business growth and success.  Question 2  A customer walking inside a retail outlet is subjected to a whole range of sensory experiences. Retailers try and make use of elements in the store exterior and interior, merchandising, store design and layout, to heighten customer experiences in the most effective way possible. Stimuli in the retail environment are used to positively influence customers’ shopping experience and their responses. a. Critically evaluate your chosen retailer’s strategy to optimise customer experiences through the use of: i. Merchandise Display ii. Store Design and Layout iii. Sensory Elements (Light, Colour, Music, Scents etc.) iv. Store Exterior (Façade, Walkway, Fascia, Marquee etc.)