Consultant and Merchandising Manager
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In garments merchandising, a garment merchandiser has a main target to earn profit for the company. Since successful garments merchandising involves satisfying the needs of the consumer for products and services with the final goal making profits, a garment merchandiser has to analyze consumer perfectly and follow consumer’s behavior very carefully.
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Importance of Analyzing Consumer and its Behaviors in Garments Merchandising:
Following are the terms that we often hear but failed to distinguish between those.
Customer are those who buys your product or service e.g. Wholesaler or retailer or a person who buys at the sale point.
Consumers are finally consumes the products or services. If a father buys for his child then the father is the customer and the child is the consumer of the product.
Target customer is that segment of population whom are targeted to be the consumer of your products e.g. Kids targeted for kids wear, Women for women’s wear etc.
Consumer behavior is the systematical and analytical study to understand when, why, where, how frequently the consumer buys the product. The consumer will learn of his need as to what he requires, and then he will seek information as to where he will get what he wants. He will compare all the alternatives for quality, price and timely deliveries and finally buy the product or service at a place where it is convenient for him.
Factors that influence the purchasing decision of the consumer are his personality, lifestyle, culture, socio-economic class, family and outside influences, range of merchandise, time to travel to the point of sale. The first sale the consumer makes is an experiment and only when the consumer comes the second time on the basis of the satisfactory utilization derived from the product or service that the loyalty is established. It is on the basis of this analysis that product development, pricing, manufacturing, marketing, distribution etc. strategies are planned.
Consumer requirement is that the products or services which satisfy the functional, aesthetic, service, and psychological needs of the customer and are value for money.