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

Abstract

One of the main characteristics ofmodern retailing is certainly diversification of retailformats. The structure of retail formats in a particularmarket is conditioned by the needs and behavior ofconsumers in this market. Depending on the intensityof the impact of certain factors on consumer behavior,the segmentation of the retail sales, that is, divisioninto various retail formats is brought about. Therefore,in order to establish optimal retail structures, it isnecessary to perform a detailed analysis of the marketand the influence of economic, sociological,psychological, geographic and demographic factorson consumer behavior in a given market.Understanding the structure of retail formats is veryimportant both for the retail chains and for suppliersand manufacturers of consumer goods, as it facilitatesthe movement of products through marketing channelsand delivery to end consumers.