Analysis of process purchase and types of consumers
- Identify the different 'types' of shopper
- Determine the major influencing factors in the shopping process
According to the Oxford English Dictionary, to shop means "to go to a shop or shops to buy goods". Therefore, the retailers have to know who shops. They have to determine their shoppers' profile and then understand the shopping process to be able to have an effect on it, through retail marketing, and improve their sales and the consumer's perception of the shop. Some retail theories identify the different types of shoppers, highlighting the major influencing factors in the shopping process.