“Shopping and buying” in the perspective of a layman “Purchasing” in the marketing usage is all about giving money in exchange for something that we receive. To be short, it is trade. Barter was a method of exchange in those days to exchange goods against things where no money was involved and no calculation came into action. For example , a kg of rice could be exchanged to a kilo of wheat, and so on. It’s gone. Now it is all money. People started thinking big when they began earning increasing amounts shops for sale in Islamabad on installments. It’s like that they buy something because they’ve achieved this level of status, or because they are possessed by their friends. The it is more important to own something higher than the its value. The dictionary defines market as “A place where buyers and sellers meet and exchange their products and services”. Nowadays, it is an avenue to earn money. People have become so much obsessed with their shopping habits and are constantly looking for new items. It’s up to people how they take it. Some purchase items because they like it, while others shop for fun, pleasure, and some make it a point for them to shop, and so on. It is endless.
The development of a shopping craze is dependent on the mind-set and purchasing habits of a consumer. Quality of products as well as the satisfaction of customers and seller’s attitude play a very important role in dragging customers to their shop. Generally discounts; good shopping environment, customer relationship management, value added services etc are some of the strategies/activities they perform to keep loyal customers. In addition, the availability of product as well as services, a variety of merchandise, brand name, the variety of products, store ambiance and so on are all considered to be very important.
Shopping is done by each one of us almost daily. There is always a reason to buy something. Pens, pencils, groceries , and so on. The list is never ending. I have seen people would make a list of things they want to buy but when they get into the store, they get carried away by the beautiful display, the advertisements or even the wrapper and buy the things which is not in their list. Then they return home and declare, “Oh my god, I have got this one. I forgot what I wanted. It is my mistake” and it goes on and on. In marketing jargon it’s impulse buying.
Shopping is always fun. There are those who plan to go shopping. To others, it just happens. There’s a phrase “window shopping”. It would be wonderful to define it. It’s the cheapest method of obtaining satisfaction. It’s the only way that people can do with lots of joy and satisfaction because no money gets out of the pocket. Window shopping can be even enjoyable if the mall is well ventilated and scented with pleasant fragrance, and the ambience of the shop is vibrant. Wow. I am sure everyone would have experienced this.
Festivals are always preceded by shopping. It is the only tradition practiced across the globe. What can we buy at festivals? Sweets, chocolatesand gifts and stationery items, clothing fruit, flowers clothing materials junk food, etc. The list is unending. “Hey, come let us see what we find there, will this shop be okay for us?, where do we get branded clothes? ” Are some of the concerns we will be able to see. The specialty stores earn quite a bit during this time. In my mind when I hear the word special stores, the word brand loyalty hits my mind. It’s when a person uses only a particular brand. They do not compromise with other brands. “Somehow I want it” will be their attitude. Men are able to choose a variety of brands to stick on to but women don’t.
Basically I love shopping. I purchase anything that’s worthwhile and worth the price. People generally ask me “Why did you take Retail management as an elective paper in your marketing” and I will tell them “I love shopping and moreover retailing sector is coming up”. There’s always a issue that constantly pops up in my head. Why do people buy? The most accurate answer is due to the external appearance (packaging) and the considerable price. Packaging plays an important part in the selling of the product. The most effective example is FMCG (Fast moving consumer goods) products. Chocolates, shampoos, biscuits teeth pastes, cosmetics and many fall under the category. I think that purchases made on impulse are determined by the packaging.
I think that focusing on children would make any business successful. Children are the main influencers in the majority of the families. From food to clothes parents give them the choice. In the past, the way of shopping for a child used to be “I have bought this for you”. It has completely changed. It has now become “see if this will suit you, if you don’t like it you choose”. Cartoons and animated wrapper does not really matter. Colors and designs that are pleasing are essential.
As I stated earlier I am a huge fan of shopping. I believe that everyone should master the ability to observe what happens within them while they shop. It is fascinating to observe the product variety, salesman’s method of responding, the displays in and outside the store promotional strategies employed to entice customers, lights over the products, maintenance and other things. The joy of watching people enjoying and buying items they like cannot be expressed in short. Shopping itself is a plethora of subject. My view of shopping is not like others. It doesn’t have to be.
I am of the opinion that salespeople can bring in a lot of footfalls to his shop. Promotion, advertising brand image, location and location contribute a lot externally but inside the store the way the customer is treated is a major factor. A shop’s section shouldn’t have more than one salesperson. If the number of customers is too much and it is a problem, it will help. If there is a shortage of customers this can cause irritation to customers. Disorganization, such as repeated requests and rescheduling the display of products, or not paying attention to one person generally occur. I’ve witnessed people decide whether to return to the shop they were in or stay at the actual counter to pay. If they’re satisfied they will say, “This is the shop I was looking for, awesome service, great shopping experience and so on”. If they don’t enjoy the service, even if the shop is all good “I have never had such a bad experience, they don’t have anything with them other than their salesmen and so on”. It reminds me of the expression “One satisfied customer can bring ‘n’ number of customers”. This is “Word of mouth strategy”.
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