Consumer Behaviour (Sugarwhite Academy Archives)

ii) Consumer behavior in Nigerian setting
Nigerian consumers have peculiar behavior patterns when compared to consumers in more developed economies. This topic is covered extensively in other chapters. It is important to take time to observe your customers closely. Study how they behave. Look out for clues in how they move around your store. Is there a pattern? How can your layout and arrangement encourage customers to buy? Are there any obstacles that hinder the natural flow? This is where you will need your powers of observation and attention to detail. Be prepared to make changes if necessary.
• Direct flow of customer traffic
Ensure your layout does not disrupt customer’s natural flow of movement. Arrange items, fixtures and fittings to enable customer have a pleasant unhindered shopping experience free from unnecessary distractions.
• Create Positive Perception
Make sure that cabinets, counters and show cases are full or are arranged with product close to the counter edges. This makes the shop look and feel like it is overflowing with products. Avoid empty spaces, voids and gaps at all costs.
A scanty shop can drive customers away by making them think your business is doing poorly. This is consumer psychology. Nobody wants to be associated with bad business. Create a feeling of prosperity with your style and arrangements. Customers will respond to this in positive ways.