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Customer Behaviour InTRODUCTION Consumer Behaviour InTRODUCTION Customer Journey and Experience

   

Added on  2020-10-22

15 Pages3855 Words237 Views
CONSUMER BEHAVIOUR

Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1PART 1............................................................................................................................................1Summary of the purchase............................................................................................................1PART 2............................................................................................................................................2Customer Journey and Experience..............................................................................................2PART 3............................................................................................................................................7Recommendations for store manager..........................................................................................7REFLECTION.................................................................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11

INTRODUCTIONConsumer Behaviour is referred as the actions of individuals consumers or groups thattakes place in the marketplace. The organisation aims at understanding the behaviours ofcustomers as how they opt for buy, or dispose the products and services. Organisation focuses onunderstanding their experience in order to satisfy their needs and wants. JD Sports Fashion PLCis a fashion retail company that is based in Bury, Greater Manchester, England. The JD Sportsoperates its retail shops through out in UK. This company mainly deals in clothing andsportswear accessories and provides employment to 32,125 employees. The present report aimsat analysing the behaviour of consumers in a selected market place. Then report focuses onexplaining about the customer journey and experiences. Further some recommendations aremade for store manager in order to bring improvements in customer journey and purchaseexperience. MAIN BODYPART 1Summary of the purchaseThe present report is based on the research that is done in order to identify the behaviourof consumers and their experience in JD Sportswear which is located in Westfield ShoppingCentre in Stratford. The Westfield Shopping Centre has many stores such as Accessorize, 3,Adidas, HMV, Next Home, Mothercare, Clarks and many more. Different store providesdifferent products and services that leads to provide satisfaction to different customers and alsocompletes their purchase experience. Different types of customers such as potential consumer,new customer, loyal customer, impulsive or discount customer have different behaviours whileshopping. The behaviour of customer while shopping may include habitual behaviour,dissonance behaviour, variety seeking behaviour and complex behaviour (4 types of consumerbuying behavior, 2012). The research is based on one of the customer that is exploring for buying shoes from JDSports. The statement of purchase includes the details of products bought by customers and priceof the product. The researcher analyses and the behaviour of consumer and focus on hisexperience for JD sportswear store and states that his experience and purchase situation was lowinvolvement. Low involvement purchase refers to consumer's level of interest and involvement1

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