Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall 7-1 Identifying and Understanding Consumers 1

Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall 7-2 Figure 7-1: What Makes Retail Shoppers Tick 2

7-3 Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall Demographics and Lifestyles  Demographics consumer data that is objective, quantifiable, easily identifiable, and measurable  Lifestyles ways in which consumers and families live and spend time/money 3

Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall 7-4 Turkish Demographics  Average annual household income : 19,328 YTL  Eşdeğer hanehalkı kullanılabilir geliri: 8,372 YTL  Top 1/5 of households gets 47% of national income  Lowest 1/5 of households gets 6% of national income (Lowest x 8 = highest)  İstanbul 12,000 / Güneydoğu Anadolu 4,000 TL annual 4

Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall 7-5 Turkish Demographics  Kurumsal olmayan nüfusun;  % 61,0’ı kendilerine ait konutta oturmaktadır.  % 57,7’sinin hanesinin taksit ödemeleri ve borçları (konut alımı ve konut masrafları dışında) bulunmakta, bu borç ödemeleri, % 25,0’ının hanesine çok yük getirmektedir.  % 88,8’i “evden uzakta bir haftalık tatili”, %71,1’i “beklenmedik harcamalarını” ve %82,6’sı “yıpranmış ve eskimiş mobilyalarını yenileme ihtiyacını” ekonomik nedenlerle karşılayamamaktadır. 5

Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall 7-6 Turkish Demographics  There are 250,000 more males than females  50% of the population younger than 29  Participation in the labor force 50%  Average number of years in education 6.5  12% of the population has an higher education degree (including vocational schools) (only 1 million of them is women) 6

Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall 7-7 Turkish Consumption Statistics  32% uses credit card in purchases (M>F)  Goes mostly to shopping at Sunday Afternoons  Least shopping time: Thursday mornings  Buys food once a week  35 % prefers to go shopping with spouse (M>F)  Price and sales promotions are the key criteria 7

Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall 7-8 Figure 7-2: Perceived Risk and Consumers 8

Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall 7-9 Figure 7-5: The Consumer Decision Process 9