STRATEGIES USED BY RETAILERS TO INFLUENCE BUYERS

Toma Andrei
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Toma Andrei: VALAHIA UNIVERSITY, TARGOVISTE, ROMANIA

Annals - Economy Series, 2021, vol. 6, 43-48

Abstract: The factors that influence the behavior of the buyer are numerous and of several types. Often, the factors that determine the behavior of the buyer interact. All over the world, retail businesses have several objectives, including: to determine the customer to visit the commercial unit; to determine the customer to buy; sometimes to get the customer to buy more; to get the customer to buy again; to induce the customer to attract other customers. Retail establishments have at their disposal many strategies through which they can influence the buyers. These strategies include: the physical components of the shopping environment; the location of the store; the employees of the commercial establishments; the appropriate supply of goods; the fair pricing; quality goods; the practice of a good quality-price ratio; the promotions; merchandising; the existence of a good customer service; the good image of the store among customers; creating a high level of buyer satisfaction; human-to-human advertising. The methodology I used includes the analysis of the secondary sources identified (especially online sources; most of them, articles and studies). I have included some critical points of view to some of the opinions in the literature. It should be noted that some strategies for influencing the buyer are specific to large commercial establishments, but small business establishments also have some tools at their disposal, albeit fewer. I think it is a challenge to identify these strategies for influencing the buyer. Some aspects are spectacular and even fascinating, in my opinion.

Keywords: retailers; strategies; buyer behavior (search for similar items in EconPapers)
Date: 2021
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