Consumer Behavior: A Strategy to Increase Sales at Kmart Fairfield

CONSUMER
BEHAVIOR

ISSUE @ KMART FAIRFIELD
• The company is not being able to sell priced items.
• Unsellable items include luxury items such as Electronics, beauty
products and jewellery.
• While products such as necessities are sold off the above items fail to be
sold.
• The issue can be understood by studying consumer behavior.

REASON BEHIND SUCH
BEHAVIOR
• Most people residing in the area are refugees
• They have limited access to resources
• Income of the consumers of the area fall under mid-low category.
• Consumer of the area choose to spend on necessities rather than on
luxuries (Kriechbhaum & Kreuzbauer, 2006).

OBJECTIVES
• Spend higher amounts of money on refugees as that reportedly results in
better sales.
• Promote humanitarian Sales policies such as discounts and rebates.
• Shift the aim of the luxury items from the area to higher income localities.
• Put emphasis on sale of necessities not on luxuries.