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Business Research on Customer Choices in Retail

   

Added on  2020-03-16

6 Pages1617 Words26 Views
Running head: BUSINESS RESEARCH Business research

BUSINESS RESEARCH2Reflection reportThis research was beneficial to me to gain the understanding about the perceived quality and its influence on customer choices in retail. I have learned that retail manager should create a unique image in the mind of shoppers to get competition benefits in the retail industry. Hence, it was significant for me to understand the purchasing decision of customers (Flanagin, et. al., 2014). As a result, I can make effective marketing strategies to attract more customers and this will improve my professional career. During this research, I have also learned that company should emphasize on differentiated marketing strategies to beat the competition in the retail market. Further, it makes sure the company to effectively run in the existing rivalry. In this way, it has developed my marketing skills as I am competent to build new marketing strategy in an organization. Another thing that I have learned from this research is the quality of products and services. I have pointed that qualityis a strategic element to get competitive benefits hence organization should give priority to this strategy. It is also assessed that quality of products facilitates a better position to offer high extent of satisfaction and creating desired loyalty (Subramanian, et. al., 2014). This strategy was effective to me to develop the strategy in an organization to get competitive benefits in long-term. This research has also developed my understanding regarding SERVQUAL dimension which is used to measure the level of service quality. This dimension measures the quality on the basis of different factors named empathy, assurance, responsiveness, tangibles, and reliability (Orel and Kara, 2014). Therefore, it enables me to measure the level of service quality within an organization.

BUSINESS RESEARCH3During this research, I have also observed that image of the store relies on the entire perception of customers towards the store. Moreover, It is analyzed that can provide a positive experience tocustomers to build the distinct image in their mind towards the store. This is beneficial to me to create a positive image in customer’s mind towards the stores in future. I have also developed my knowledge regarding strategies that cannot be replicated by the competitors such as differentiation, and modification in product, service, and price. It is significant for me to develop competitive strategies within an organization. As a result, it will aid me to enhance my professional growth in long term. I have also developed my understanding about two broader concepts such as functional features and psychological features. In this way, I have learned that psychological features represent the belief of the shopper that can be steadily changed by functional level features of the store. Moreover, the functional level of features entails the location, convenience of the store, and layout of the store (Oliver, 2014). These broader conceptsare beneficial to me develop a distinct image in the customer’s mind towards their products and services. From this research, I have learned that consumer behavior is the integration of obtaining the consumers and disposing of the products with utilization as well as delivering services. I have gained an understanding that consumer behavior is the mixture of mental, physical and emotionalpractices by which people select, purchase, use and dispose of the products and services which can satisfy their desires and needs (Kallweit, et. al., 2014). This concept is effective for me to develop effective strategies due to having depth understanding consumer behavior, as a result, it would enhance my professional growth. During this research, I have also pointed that there are certain non-frequent and frequent shoppers for the existing departmental stores. These consumers can be younger and educated as

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