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.