COMPLETE SCHOOL PROJECT TOPICS & MATERIALS :
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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF STUDY
Consumer behaviour is an important aspect of study within the Marketing discipline. Consumer complaint behaviour started generating attention from the researchers since 1970’s. With the increase in globalization, study of consumer complaint behaviour, its antecedents and consequents has also increased. Consumers from different age categories, demographic profile, socio-economic class, income, education level, cultural background etc exhibit different type of consumer complaint behaviour. As the retail firms are expanding globally there is an increasein the amount of studies on consumer complaint behaviour in the retail industry. India, being one of the fastest developing countries with its massive population has become a promising market for Retail business expansion. As a result, study of consumer behaviour in retail and consequently consumer complaint behaviour has started drawing attention from the researchers.
Every business organization`s progress depends on the satisfaction of the customers. Whenever a business is about to start, customers always come “first” and then the profit. Those companies that are succeeding to satisfy the customers fully will remain in the top position in a market. Today’s business company has known that customer satisfaction is the key component for the success of the business and at the same time it plays a vital role to expand the market value. In general, customers are those people who buy goods and services from the market or business that meet their needs and wants. Customers purchase products to meet their expectations in terms of money. Generally it is presumed that shoppers will be influenced by such factors as distance, size of place and range of goods, always trying to gain commodities with the minimum of effort predicted. Therefore, companies should determine their pricing with the quality of the product that attracts the customer and maintains the long-term affiliation.
Organizations should make sure that they are providing full service, equivalent to their monetary value. This will increase the number of customers and holds the long-term relationship between the customer and the organization. And the existing customer will help to attract the new customers by providing or sharing the information about the products and services of the companies. Satisfaction means to feel content after what the person desired or wanted. It is difficult to know whether the customers are satisfied with the availability of the product or services. So, giving satisfaction to the customers is not an easy task, for this different factor is needed to be taken into consideration. Nowadays, competition can be noticed between the business organizations and marketplaces everywhere and has been one of the challenging tasks for the competitors. Though it seems to be tough in the growing market, competitors are developing their marketing channels effectively.
One of the important aspects to ensure the attention of the customers is to provide the best and the most favorable products at this competing market. If a customer’s satisfaction is earned, then it is sure that customer loyalty will also come along with it. Moreover, in the absence of the customer, a business organization would not exist. In order to increase the number of the customers, development of customer’s satisfaction is very important. In terms of achieving business goals, these two terms are very important. Hence, the relation of customers and the business organization or market is, therefore, the most important one.
Dawson (1980) concluded that Consumers make rational decisions about where to shop, showing a perfect awareness of the availability of different goods. In addition, both central place theory and traditional gravity models offer predictions about consumer behavior (Davice, 1998).
1.2 STATEMENT OF THE RESEARCH PROBLEMS
Increasingly, it is suggested that consumers rarely have complete knowledge of local retailing facilities. Instead, where they shop is the subject of personal decision-making.
Within Gwarinpa area different types of shopping environment are found. Arranged in increasing order by size, range and kind of goods sold. If people behaved in a rational way, it can be expected that they would travel only locally to obtain daily or low order goods usually to their neighborhood center. For irregular or higher order goods they would move slightly further afield to the nearest community or regional outlet. However, this is not the situation. The people of the area have different level of awareness about shopping centers and those which use.
In other to gain a better understanding of shopping behavior there is the need to focus upon people’s awareness of local shopping centers and to examine those factors which consumers take into accounts when making a shopping trip.
1.4 AIM AND OBJECTIVES OF THE STUDY
The main of the study is to conduct a behavioral investigation on customers as relate to urban retailing.
The specific objective are to: –
- Examine the spatial pattern of shopping environment in the area.
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Assess people’s awareness of local shopping opportunities.
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Determine the factors considered important by people when deciding where to shop.
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Map out the pattern of shopping and people’s shopping route in the area.
1.4 SIGNIFICANCE OF TIME STUDY
This study will be very helpful to researchers who are willing to conduct further research into locally made products, within and outside Gwarinpa now that the country is striving to be self-reliance. The researchers are also of the opinion that if the missing gaps identified in consumer behaviour towards locally made shoes are implemented, it would lead to self-sufficiency and improvement in our economy (GDP) gross domestic product.
1.7 SCOPE OF STUDY
This research work “assessment of urban retailing and consumer behavior” is limited to Gwarinpa Area Federal Capital Teritory, Abuja, Nigeria
1.8 LIMITATION OF STUDY
A major limitation to research work in this part of the country is the inability of the researcher to get the necessary information which could have made the work richer were not obtained due to the unwillingness of marketers to give out rich information.
Also, financial and time constraints were major problems encountered during the execution of this research.