THE INFLUENCE OF CONSUMER BEHAVIOR ON THE SEGMENTATION OF RETAIL SALES OF CONSUMER GOODS

Abstract

One of the main characteristics of
modern retailing is certainly diversification of retail
formats. The structure of retail formats in a particular
market is conditioned by the needs and behavior of
consumers in this market. Depending on the intensity
of the impact of certain factors on consumer behavior,
the segmentation of the retail sales, that is, division
into various retail formats is brought about. Therefore,
in order to establish optimal retail structures, it is
necessary to perform a detailed analysis of the market
and the influence of economic, sociological,
psychological, geographic and demographic factors
on consumer behavior in a given market.
Understanding the structure of retail formats is very
important both for the retail chains and for suppliers
and manufacturers of consumer goods, as it facilitates
the movement of products through marketing channels
and delivery to end consumers.