Indian Institute of Foreign Trade
Submitted as part of Assignment for non participant in role play in Consumer Behavior
Sachin Kumar Ahuja
MBA – 2011-2014
Roll Number – 39
Trimester - 06
Profile of the store visited
“Laxmi store”, is typical local retail store in the Vaishali, Sector 2, Ghaziabad. It keeps all the daily needs stuff and grocery items. It is very famous store and very economical. Owners gives good discount on MRP so most of the customers like to purchase from this store. It is situated in the middle of residential colony of Sector 2. Residence of two rooms set around 1000 square feet (MIG floor) is converted in to retail store. A mother and her two sons run it. Front room has a cash counter and goods display shelves. Second room is a storage room.
General profile of the customers visiting the store
Type 1: - Nuclear Family – typically husband and wife of age 30-45 years belong to middle-income group.
Type 2: - Only husband – typically of age 25-40 years of middle and lower income group
Type 3: - Only wife – typically of age 25-45 years of middle and lower income group
Type 4: - Young boy/girl (Teenagers)– typically of age 10- 18 years old.
Type 5 :- By Children’s: They quickly come and make a specific purchase like ice cream, chocolate, pencil or book. They selection is influenced by TV advertisement and if they don’t find the choice of their item, they are disappointed and go without purchase. They don’t purchase on anything else other than what they specifically want.
Demographic, Geographic and Psychographic details of the customers:
Customer of every age visited this store, there were people as old as 60+ years coming for purchase, 40+ years people, young Home maker around 25...