DIFFERENT CUSTOMERS BUYING HABIT
SM Supermarket is the Asia’s largest chain of supermarket that offers world class services and facilities it also caters to a wide variety of products from food to non-food items, groceries, fruits and vegetables, dairy products, canned goods and others. Owned and operated by Super Value Incorporated headed by Mr.Henry Sy as their Chairman and CEO of SM Groups of Company. During 1998 when I was a Sales Clerk in their store in SM Megamall Supermarket Located in Mandaluyong EDSA, Philippines; I have learned and understand their different buying habit upon analyzing and comparing their preferences I have found and realized their habit as the following:
The Brand Loyal Customer – Like Mrs. Laura she is an Indian American who migrated in the Philippines, she is about 40 years of age and usually she visits the store every Saturday or Sunday and her buying habit is quite unusual. Being an American she prefer to buy a complete product range that she already know and have used from the United States, she never prefer any brand as alternative unless she has not found what she’s been looking for. She prefer Dura –brite sponge for dishwasher and dishwashing liquids so when she comes I already know that that she is going to find this kind of brand. In food she usually prefer instant noodles and milk that is made from Nestle, she is a brand loyal of nestle products and she thinks that this company carried a wide variety of healthy brand that is good for the body.
The Intelligent Buyer – During my stay in SM Supermarket I met an actress her name is Carmi Martin she was a famous sexy actress during the 80’s but she still looks the same up till now and I wonder why she is still single at the age of forty, anyway I believe she is an intelligent buyer when she holds a merchandise she thoroughly inspect the products and read the label as if she is comparing the brands. There are also customers who takes advantage of the promos and free stuff I believe they are also intelligent customers because they would like to test the product before buying it.
They are also the one who chooses and buy only what they need and not what they want. They sometimes compare the price and sizes, look for the label or canvass from other stores before they reach and buy the products. Sometimes they may tend to buy through wholesale if they found out that the merchandise is good for resale, they may even find and use some products as an opportunity for business.
The Impulse Buyer – This kind of customers are the opposite of intelligent buyer but not necessarily that they are not intelligent, they simply buy without thinking and usually they buy things that triggers on their mind. The impulse buyer does not necessarily need the product they usually buy it for fun and for enjoyment when they visit the food line they usually pick a product knowing that they just want to taste such stuff. The impulse buyers usually have money to spend and usually they leave behind what they buy. Sometimes there are customers who simply choice more stuff without using the one that they have bought during the last week.
The Fickle Minded Customer – They are customers that usually chooses products that often they would not buy or they chooses products but they compare it hardly without making decisions. This kind of customers is hard to persuade. The only option that a Sales Clerk can do is to introduce them to various benefits of the products they have chosen but then again it does not conclude that they would buy. fickle minded customers are sometimes hard to deal with because they may keep the blame to salespeople if later they decided not to buy the product.
The Bargain Shopper – Unbelievably there are customers who buy because of the bargain or sales, they are not necessarily intelligent buyer but they seek the lowest priced merchandise. Sometimes there are customers who would ask when or where are the products that are on Sale and it’s alright since they can choose whatever they want. These kinds of buyers are usually unseen and only come when they found out about the sales and mostly what they buy are on discount. They are not necessarily costumers who are thrifty and economical but they simply prefer products that are low in price sometimes regardless of quality, brand, colors and sizes.
Credit:ivythesis.typepad.com
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