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Consumer Behaviour INTRODUCTION

   

Added on  2020-10-22

11 Pages3154 Words430 Views
Consumer Behaviour

Table of ContentsINTRODUCTION...........................................................................................................................1PART 1............................................................................................................................................1Summary of your purchase.........................................................................................................1PART 2............................................................................................................................................2Customer journey and experience...............................................................................................2PART 3............................................................................................................................................5Recommendation for store manager...........................................................................................5CONCLUSION ...............................................................................................................................7REFERENCES................................................................................................................................8

INTRODUCTIONConsumer Behaviour refers to the psychological process that leads to a consumerdecision to buy a product or a service offering. It is generally concerned with study of group ofindividuals, groups and all activities associated with purchase, including consumers emotional,mental and behaviour responses that precedes them to make decisions regarding purchase(Belk,Scott and Askegaard, 2012). Chosen company in report is Sports Direct. It is a Britishretailing group which is largest sports goods retailer and owns a large number of shoppingbrands, headquartered in UK. This report will focus on summary regarding purchase as well asrecommendations of customer experience and journey. It will also discuss consumer behaviourtheory and will provide recommendations to store manager.PART 1Summary of your purchaseSports shoes is highly demanded in UK. It has been observed that there are around morethan 50% of individuals which have a great demand of sports shoes. Due to its great demand,company is making necessary changes in its products to meet customer needs. This led theSports Direct Company to conduct a research on a shopping mall that is Westfield. Along withsports shoes, company also provides clothes, boots and many other sports accessories. Companyputs main focus on safety boots which will attract more sports player towards the product andwill help them to play safely. In order to get better understanding of consumers behaviourregarding their product, respective company should analyse pre purchase and post purchasebehaviour of customers in order to produce products according to their needs and wants.Market shareIn order to capture larger market share, respective company should provide goods whichare superior to its competitors. The biggest competitor of Sports Direct is JD. It has beenanalysed that Sports Direct captures 35% of market share compared to JD Sports with 33%.Respective company uses discounting model in order to capture larger market share as comparedto JD sports which have develop their store portfolio and increased online presence (Cantallopsand Salvi, 2014). In context to this safety boots has more dominated the market of sports shoes.The participation of sports has enhanced with 53% of participation of people in the sports thatreflecting allocation of sports equipments. 1

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