Customer Behaviour at Pocket Shop: Liverpool Street Station Report

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AJINA- REPORT - POCKET SHOP LIVERPOOL
STREET STATION (RPTM)

Table of Contents
Introduction...........................................................................................................................................3
Part 1.....................................................................................................................................................4
Part 2.....................................................................................................................................................6
Part 3.....................................................................................................................................................8
Conclusion...........................................................................................................................................10
References...........................................................................................................................................12

Introduction
Consumer behaviour is the key determination of their need and interest on a particular brand
or product. It defines their capability to make decisions on consumption related products.
The study includes some strategies to understand the customer behaviour and their
perceptions towards market objectives. The Research elaborates the customer activities in
Pocket Shop that is well famous shop of books and most of its customers are travellers and
commuters. The shop is designed with the goal of consumer’s satisfaction in terms of
services and quality. The customers buying behaviour reflects the latest trend of market and
activities of people and marketers. The Pocket shop uses many tactics to gain loyalty from
customers and implement changes in their services as per requirements. The research also
highlights the journey of customer satisfaction in order to fulfil his desire (Lemon & Verhoef,
2016).

Part 1
Summary of your purchase –
The method of selecting products according to the need is highly a tough decision making
task that include the buyers behaviour towards product and their probability to buy that item.
The buying process determined with the recognition of product equity and its marginal cost.
In order to this the research introduced the journey of Pocket Shop from getting customer
traffic at their shop to make them satisfy with its services (Gbadamosi, 2013).
A statement of your purchase - and identify (with reasons) whether your purchase
situation is likely to be high or low involvement.
The Pocket shop store is situated inside Liverpool Street Station and had a huge following of
customers that are interested in reading and exploring books. The main customer traffic of
shop is either travellers or commuters. The Shop is a traditional kind of book store that
designed its structure according to the customer requirements (do Paço, et. al., 2019).
The shop has a full set of traveling books and blogging adventures that attract the customers
at their shop. I just get the inside look of shop and purchase my stuff related with travelling
journals. The scenario of selection the right product is time and effort consuming.
When the purchasing involves a low –cost product then customer takes decision frequently
and brought it. For Example – if the customer of pocket shop need only specific book that he
has planned, then he will buy it without any delay.
When the purchase defines the importance of product in customer perception then it closely
tied with customer satisfaction and financial statement. These include the decision making
process that quite tough and consider alternative solutions (Lemon & Verhoef, 2016).
b) Identify the store to which you later provide your recommendations on the customer
experience and journey
As per my journey with Pocket Shop it was pleasantly satisfactory in terms of quality, price
and objectives. The shop services are highly recommended for those who has a focused

intensive search of novels and books. To define the journey of my experience shop generates
a journey map to understand my requirements and provide best outcome of it Gbadamosi,
2013).
Customer Journey map – This defines the understanding of necessities and highlight the pain
points of human need. The first step include to step with a goal in the shop then the customer
restruct his purchasing ideas as per different factors including time, money and offer then
move forward to the major needs and execute his planning.
c) A profile of your main target market (tip: do not just mention demographics - use
theory from Principles of Marketing)
Creating a direction to set target market is the process of making audience for business. This
profile provides a concise description of targeted customers to identify and communicate
them in order to get sale success. The research includes the specific implementation of theory
to set market for pocket shop. Pocket Shop store provides a basic idea of their marketing
capabilities to set their position (Han & Ryu, 2012).
In order to fulfil his basic needs, a customer set some markets to purchase his stuff. The main
target of customer would be get major discount in quality product. To make his buying worth
some utilities are defined that enhance his marketing capabilities (do Paço, et. al., 2019).
The basic 4p’s to determine the integration of marketing tactics that can provide effective
results from targeted markets.
 Products – It includes the product equity, packaging and various utilizations of items
that can satisfy the user desire.
 Price - In this competitive market vendors are ready to deal with different marketing
factors that influence the price (Gbadamosi, 2019).
 Place – The set of defined targeted area from where store can get the customer
traffics.
 Promotion – Advertising of services to increase awareness among potential
consumers. It also defined the existence of store. Manager of store can use different
digital platform to promote their services such as – social media, website marketing,
television advertisement and newspaper marketing.

Part 2
Your customer journey and experience
Customer journey is defined by their behaviour towards product consumption and company
services. It can be described as -
Pre-purchase considerations / issues
The pre consideration of behaviour involves the realization of personal need including
information search of product and their utility. This information depends on item description
in terms of
 Product brand – First step is to get aware of product brands and their unique features
for the item. Also customer engaged with different operations to check feedback
about particular brand before investment.
 Variation of different products – The customers are well aware about the health and
safety nowadays. They review the description of product and its important factor to
get updated with information’s (Pratminingsih, et. al., 2013).
 Quality and equity of product – When customer set their mind to a particular brand
product then the main mission of them to get benefits from the products. The benefits
include the offer related to instant purchase, sale offers and other stuff. Many
companies in market provide the same kind of products in different prices. In order to
this the aim of Pocket shop store to get client loyalty with satisfaction.
 Product Alternatives - When product price is not get suitable according to user
capacity, then they start seeking the alternatives with marginal cost. Also made little
bit compromise in the quality to spend minimal purchase.
To make a worthy understanding customer uses different methodology to get knowledge of
product identity. These include the external and internal sources of research to get the
required Information’s. Different types of search activities are –
 Specific - Specific kind of search required a quick response from the marketing
assistant. These arte well focused and less time consuming activities that provide a
direct purchase probability (Gbadamosi, 2013).

 On-going activities – When customer are not well aware of their desire and make a
survey of market for a particular time period then these activities perform their tasks.
In order to this customer majorly search different factors to match their need and then
made a decision.
 Incidental – It happens accidently that means when customer buys two products
related with their stuff and observe the daily routine tasks. For example – when a
customer came to Pocket shop for purchasing a focused book on tourism and manager
influence his ideas so that he/she buy other stuff too. Then this kind of sources
includes family, marketing and external environment need and make investment for
future (Han & Ryu, 2012).
Purchase considerations / issues
The purchase consideration is the way to determine the probability of consumer desire
whether they are going to buy the product or not. The amount can be calculated by observing
client interest and behaviour. There are four methods that can be helpful to understand the
client thinking and evaluate a rough idea about their decision. The four methods are –
1. Lump Sum method – The company of pocket square has major command in traveling
and commuters so its consumer are very well focused and aware about their particular
stuff need. In this case the shop manager required to set a brief about their lump sum
price they can offer to consumers. This approach is not a scientific one but based on
purchase consideration (do Paço, et. al., 2019).
For Example – if a book in Pocket shop has worth of RS. 250 and customer need it
very focused towards his purchase but deny taking as price is not suitable with his
investment. In that scenario manager need to provide him a lump- sum amount so that
after bargaining the customer would agree to pay that amount.
2. Net Assets method – Under this approach the main consideration point is to provide
customer satisfactory value but with benefits. In order to this companies added many
assets with the actual value of item and then provide user various discount offers to
meet the actual margin price. These are the values that provide a purchase agreement
between both the parties’ vendor and customer. In context of Pocket shop they
provide deals that attract the customers towards their service and also get profitability
from their buying (Pratminingsih, et. al., 2013).

3. Net Payment - The Company set his defined payable amount and don’t get influenced
by the customer thinking. The mutual agreement between the seller and buyer take
place this method that is ready with each other’s terms and conditions.
In order to this company maintain their goodwill by serving clients as their
expectations and get positive outcome from their belief. These are the kind
consideration points of purchasing stuff that should be understand by consumers and
vendors.
Post-purchase considerations / issues:
All the activities and operations to follow purchase ideas are included in post – purchase
consideration. Usually after buying thing client get confused with his purchasing and
experience dissonance. Sometimes they buy things in urgency and regret their decisions after
making investment. These things happened because of large no. of competitors that provide
the same product with different offers and influence the customer decisions (Gbadamosi,
2013).
In order to this the marketers need to focus on some techniques to assure clients with their
purchase and make them satisfaction. The seller of Pocket Shop Store uses these tactics and
maintains their goodwill in front of loyalty consumers of shop. They highlight the significant
value of their items and made them unique to define its brand equity. In this context they
include the important features of their stuff and benefits to address their concern (Han & Ryu,
2012).
A high level of Post consideration can affect the good image of Shop as people can
negatively relate their dissatisfaction. In result many times customer returns their purchasing
and moves towards more benefits. So in case of conflicts vendors should be ready with their
backup plans to get consumer loyalty.
Part 3
Recommendations for store manager on how to improve customer journey and
purchase experience at your store
A environment is the basic factor that develop the client trust on a particular product or
brand. When a consumer feels safe and satisfies with the store services then he recommend it

to other and prove his loyalty towards organisation. But in order to achieve client trust,
manager needs to improve his facilities and provide pleasant experience to their users
(Pratminingsih, et. al., 2013).
With the changing technologies and environment customers’ requirements are rising and they
expect best from the stores to feel satisfy. In context to this the store manager should follow
some tactics to set their identity on user mind.
Some of the ways that can be helpful for store manager to improve their user experience of
purchasing –
1. Create a clear set of vision – The first and most important step is to develop a
consumer focused strategy that can enhance the user experience at Pocket Shop. The
store manager should set some targets and visions for their staff members to get best
outcome.
For example – If there is any difference in staff member vision for store policies then
it could be a harm of dedicated customer services. All member should be aware of
store policies includes prices, offers at stores and discount policies (Lemon &
Verhoef, 2016).
2. Get knowledge of consumer objective – The next step of marketing tactics includes
the information about user, what they looking for and provide them best suitable offer
according to their desire. The vendor should focus on high consumption that define
the customer personas.
3. Create a healthy connection with customers – The marketing manager of store should
work on its culture to provide a friendly environment for their users. In that case
customer feels safe and discusses their ideas with vendors that can be a helpful point
to deal with their expectations.
For example – in context of the Pocket shop when customer get late in returning their
stuff due to some reason, the store should provide them pickup facilities at their home
to develop connection with them. This could be a plus point to get his trust
(Gbadamosi, 2013).
4. Work on feedbacks - There are many cases when customers provide some sort of
useful feedback for improving company operations and services. These kind of

feedback must be taken in positive manner and transform the services as per
technologies.
5. Use of latest technologies and online proceedings – To get updated with latest trends
store manager should work on relevant techniques and define best use of their
resources. The manager can also move their business online to promote their business.
Online marketing strategies are very helpful nowadays to generate high customer
traffic. Also they aware the consumers about particular brand and provide description
of their services (Pratminingsih, et. al., 2013).
6. Quality work should be needed – The phenomena of getting sustainability in future
market is depend on product equity. The store manager should provide unique
implementation in their ideas and marketing strategies to provide healthy consumer
experience. A quality framework should be developed includes phone and email
communication and customer support. Also work on training of staff members to
make them aware of store culture.
7. Measure the response – In final manager should focus on their investments, resource
utilization and technology oriented framework that is high demandable. Measuring
the consumer experience and fulfil their expectation is the major concern; in context
of this Pocket store should transform their services as per demand.

Conclusion
The study of customer buyer behaviour is important factor for marketers to improve their
marketing strategies in order to get positive outcome from them. With the changing
economic environment customer became more focused on quality factors that influence a
variety of marketing sources. Typically the result of this behaviour is an extend of marketing
efforts that pocket shop needs to develop in order to provide client satisfaction. It is important
for marketing person to understand customer opinions that how they deal with consumption
decision to get better investment. These results indicates the availability of marketing
resources their efforts, time and money to represent their product equity. Also define the
consumer experience towards a particular buy and relevant decisions they made in order to
get satisfactory results (Han & Ryu, 2012).

References
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