Consumer goods and Layout Designs

7/23/2019 Consumer goods and Layout Designs

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Topics

Consumer goods and purchases

Classes of Layout designs

Presented toMa’am Huma



Group MembersNagina Anwar 641

Zeena Anwar 64



C!N"#M$% G!!&" AN&'#%C(A"($"



Who is Customer?

• A customer is also known as a

client,

buyer,or

purchaser

!"ample#$ Purchase o% Antihypertensi&e suchas '$blocker, CC' or (iuretic



Types o% Customers

• Customers are )enerally cate)ori*ed

into two types+

)ntermediate Customer or

*rade Customer

#ltimate Customer



• An intermediate customer or trade customer#who is a dealer that purchases )oods %or re$sale

• 'harmaceutical products purchased by the retailpharmacist

• An ultimate customer# who does not in turn re$sell the thin)s bou)ht but either passes them

to the consumer or actually is the consumer

• )nsulin purchased by a diabetic or care ta+er



&i,erence -etween C#"*!M$%and C!N"#M$%

• A customer may or may not also bea consumer, but the two notionsare distinct

Customer Consumer

#ses Goods'urchases Good



C-./M!01.M

Consumerism re%ers to wide ran)e o%acti&ities o% )o&ernment , business andindependent or)ani*ations desi)ned toprotect ri)hts o% the consumers

Consumerism is a process through

which the consumers seekredress(to set right) ,restitution andremedy for their dissatisfaction and

frustration.



• This term is used to re%er to theconsumerists mo&ement or consumerprotection act, which seeks to protect and

in%orm consumers by re2uirin) suchpractices as+

• Honest packa)in) and ad&ertisin)

• Product )uarantees

• 1mpro&ed sa%ety standards



C!N"#M$%

G!!&"AN&

'#%C(A"$"



Consumer Goods

• Consumer goods are goods thatare ultimately consumed rather thanused in the production o%

another good• 4or e"ample, antibiotic in5ections, a

microwa&e o&en or a bicycleConsumer

Goods

)ndustrialGoods

.inish

ed ' r odu

ct

/n 6nish

ed

Produc t

Tenormin tablet

Cars

0awmaterial

Wheel



Classi/cation ofConsumer Goods

'A.!( - 0AT! 4C-./MPT1- A-(P0(/CT’. 7!-8TH

4 714!

T0A(1T1-A7C7A..141CAT1-

CHA0ACT!01.T1C 4 8(.9

TH!0:

(/0A'7! 8(.

-- (/0A'7!8(.

.!0;1C!.

Con&enience products

.hoppin) products

.peciality products

/nsou)ht products



CLA"").)CA*)!N -A"$& !N %A*$ !.

C!N"#M'*)!N AN& '%!&#C*0" L$NG*( !. L).$

• This classi6cation distin)uishes threecate)ories o% )oods+

< (/0A'7! 8(.

= -- (/0A'7! 8(.

> .!0;1C!.



< (/0A'7! 8(.+

A cate)ory o% consumer products thatdo not need to be purchased%re2uently because they are made to

last %or a lon) time usually lastin) %orthree years or more@

!"ample+

0e%ri)erator,Automobiles

ther home appliances



= --$(/0A'7! 8(.+

These are physical, tan)ible productswhich are normally consumed in one orshort period o% use

4re2uently bou)ht!"amples#

soap,

%ood,paper,

shoes, etc



> .!0;1C!.

These are intan)ible products such asacti&ities, bene6ts, satis%action, and

beha&iors which are %or sale!"amples#

Auto repairs,

Haircuts,!ntertainment,

Transportations



*raditional Classi/cation

• This classi6cation is re%erred to as thetraditional9 classi6cation, in which)oods are cate)ori*ed as#

< C-;!-1!-C!

= .HPP1-8

> .P!C1A7T:

B /-./8HT



< C-;!-1!-C! 8(. +

1ne"pensi&e )oods that re2uire little time andeort on the purchase decisions and arepurchased re)ularly

- Hea&ily ad&ertised

- 4ound in most retail stores

!"amples+ 8rocery items, ci)arettes, candies,newspapers, and medicines such as .trepsils



• C-;!-1!-C! 8( are .ubdi&ided into >types+

i2 "*A'L$" G!!&"

/sed o%ten re)ularly and are kept on hand

!)# 'read

ii2 )M'#L"$ G!!&"

/nplanned Purchase e)# ma)*ine or candy in a)rocery store

-o pre$shoppin) intention

.udden purchase

a 0eminder 'uyin)

b .u))estion 'uyin)



$M$%G$NC3 G!!&"

7ess %re2uently

Purchased to satis%y an immediate need

e)# Medicine purchased on a way to asportin) e&ent to sooth a headache

Ambulance ser&ices



• 2 "(!'')NG G!!&"5

$ More e"pensi&e than a con&enience product

$ 4ound in %ewer stores

$ Consumers buy a shoppin) product only a%tercomparin) se&eral brands or stores on style,practicality, price, and li%estyle compatibility They

are willin) to in&est some eort into this processto )et the desired bene6ts



.hoppin) 8oods may be#

★HM8!-!/. shoppin) )oods are products that the customersees as similar or standardi*ed e"cept on one &ariable, price

7owest price brand ha&in) desired %eature

e#)# Comparison o% 78 , .amsun), Denomore %or 0e%ri)erators or Tele&ision

★H!T!08!-!/. shoppin) )oods are products that consumerssee as non$standardi*ed, hence, are compared %or suitability,style and 2uality



> .P!C1A7T: 8(.+ –

A product that consumers search e"tensi&ely and are &eryreluctant to accept substitutes

– 'rand 7oyal

– me)a Watches, 0olls 0oyce automobiles, and hi)hlyspeciali*ed %orms o% medical care are )enerally consideredspecialty products

– (istribution is o%ten limited to one or a &ery %ew outlets in a

)eo)raphic area

– -rand names and 2uality o% ser&ice are o%ten &eryimportant



B /-./8HT 8(.+

8oods that the consumer does not know about ordoes not normally think o% buyin), and thepurchase o% which arises due to dan)er or the %ear

o% dan)er and lack o% desire

!"ample#

4uneral ser&ices

CoEn

7i%e insurance

4ire e"tin)uishers



C(A%AC*$%)"*)C !. G!!&" *($!%3

• Ad&anced by 7eo ; Aspinwall

An attempt to make the assumptionsabout con&enience, shoppin) andspecialty )oods more e"plicit andmore e"act

Pro&ides a use%ul e"pansion o% thetraditional B F way classi6cation o%)oods, but is still limited as a

pra)matic marketin) tool



!N"#M$%#%C(A"$"



• The study o% indi&iduals, )roups, or or)ani*ations and theprocesses they use to select, secure, use, and dispose o%products, ser&ices, e"periences, or ideas to satis%y needs and the

impacts that these processes ha&e on the consumer and society

0

•

The dynamic interaction o% co)nition, beha&iour anden&ironmental e&ents by which human bein)s conduct thee"chan)e aspects o% their li&es American Marketin)Association@



• A discipline dealin) with HW andWH: consumers purchase or don’tpurchase@ products and ser&ices

• Those beha&iours per%ormed bydecision$ makin) units in the

purchase, usa)e and disposal o%)oods and ser&ices



7hy study Consumer-eha8iour9

• Consumer beha&iour theory pro&idesthe mana)er with the proper2uestions to ask

• Marketin) practice desi)ned toinGuence consumer beha&iorinGuences the 6rm, the indi&idual,

and society• All marketin) decisions and

re)ulations are based on

assumptions about consumer C



Cons u

m

erChai n



4 '0" *! C!N"#M$% &$L)G(*

• Traditional %our P’s9 o% marketin)Product, Price, Place, Promotion@ arechan)in) places %or the new %our

C’s9+• Consumer

• Cost

•

Con&enience• Communications



Companies must+- 4ocus on consumers, not products

-/nderstand cost to satis%yconsumers, not sticker price

- 7earn how consumers want tobuy con&enience@, o&er

determinin) place o% purchase

$ Concentrate on communications

with consumers, not 5ust



• Consumer beha&iour is product$ person$situationspeci6c

• Product speci6c+

(epends on the nature o% the product

• Person$indi&idual+

(ierent customers beha&e dierently due to needs,

personalities and &alues

• .ituation+

'uyin) beha&iour is dependent on the )i&en situation



%



-ature o% ConsumerPurchases

"ituations and Consumer &ecisions

Consumer decisions result

%rom percei&ed problems

and opportunities

Consumer problems arise in speci6c

situations and the nature o% the situationinGuences the resultin) consumer /sin)utdoor Media to Tri))er Problem0eco)nition beha&ior



Market (ri&en 7o)istics

• A ser&ice le&el o% I J means nothin) less than a %ailurerate o% = J A %ailure rate o% = J is not acceptable inmatters o% li%e and death

•

A %ailure rate o% = J in a hospital means that BK babies diee&ery year because they %all on the Goor

• A %ailure rate o% = J in a power utility means, thathouseholds and hospitals@ ha&e no electricity %or L days a

year*he message is that ma:imumcustomer ser8ice is a matter of life anddead for any company in the currentcompetiti8e en8ironment2



Consumer beha&iour and marketin)

strate)y

• Positionin) strate)y

nce the brand is positioned, not easy

to shi%t .o, position correctly

• Market se)mentation

(esi)nin) and implementin) strate)ies to tar)et se)ments

• 8lobal marketin)

Marketin) on world wide scale

4ul6ll uni&ersal demands

• Marketin) mi" Tactics used to promote a brand product

• Consumerism

Promotion o% the consumerNs interests



Customer satis%action

• The de)ree o% satis%action pro&idedby the )oods or ser&ices o% acompany

• Measured by the number o% repeatcustomers



7ayout

An arran)ement or a plan ,especially the schematicarran)ement o% parts or areas9



1mportance o% layout

1t plays si)ni6cant role in thede&elopment o% the customersperception which ha&e a positi&e

impact on its sale potential



b5ecti&e o% layout

To attract a lar)e number o%customer

To increase the sale anddecrease the sellin) e"penses

To ha&e space reser&e %orstock, oEce and restin) place%or the employees

Proper entrance %or )oods

To minimi*e the mo&ement o%customers within thepremises o% the dru) store



Types o% layout

⇒Ece layout

⇒0etail layout

⇒Warehouse layout

⇒4i"ed position layout⇒Process oriented layout

⇒Work cell layout

⇒Product oriented layout



.trate)ies o% 7ayout

• 4i"ed$position layout – lar)e bulky pro5ects such as ships and buildin)s

– Product remain in one place

– Worker and e2uipment come to site

• Process$oriented layout – deals with low$&olume, hi)h$&ariety production 5ob

shop9, intermittent production@

• Ece layout –

8roupin) o% workers, their e2uipment, and spaces topro&ide com%ort, sa%ety, and mo&ement o% in%ormation



.trate)ies o% 7ayout

• 0etailser&ice layout – allocates shel% space and responds to customer beha&ior

• Warehouse layout – addresses trade$os between space and material

handlin)

• Product$oriented layout – seeks the best personnel and machine use in repetiti&e

or continuous production

• Work cell layout – A special arran)ement o% machinery and e2uipment to

%ocus on production o% a sin)le product or relatedproduct



.trate)ic 1mportance o% 7ayout

'roper layout enables5• Hi)her utili*ation o% space,

e2uipment, and people

• 1mpro&ed Gow o% in%ormation,

materials, or people• 1mpro&ed employee morale

and sa%er workin) conditions

• 1mpro&ed customerclient

interaction• 4le"ibility



0e2uirements o% a 8ood 7ayout

An understandin) o%capacity and spacere2uirements

.election o% appropriate

material handlin)e2uipment

(ecisions re)ardin)en&ironment and aesthetics

1denti6cation o% the cost o%mo&in) between the&arious work areas



*ypes of Layout



4ree 4low 7ayout

• The %ree Gow layout allows customersto roam around the store %reely and tobrowse

• This type o% layout works well in small%ashion stores, usually smaller thanO,KKK s2uare %eet, in which customerswish to browse throu)h all o% themerchandise

• Ad8antage5• 1ncreases impulse buyin)

• &isad8antage5• Possible con%usion

• Waste o% Goor space



8rid 7ayout

• 8rid is another traditional%orm o% store layout in whichthe counters and 6"tures areplaced in lon) rows or runs,

usually at ri)ht an)les,throu)hout the store

• The )rid is a true shoppin)layout, best used in retailen&ironments in which thema5ority o% customers wish toshop the entire store, such asis in supermarkets



8rid 7ayout

• Ad&anta)es+• !asy to locate merchandise

• Cost eEcient

•

!asy accessible %or customers

• (isad&anta)es+•

7imited browsin)• 7imited creati&ity in decor



7oop0ace Track 7ayout

• The 'Loop Layout' is alsoknown as the racetrack layout1t is mostly used indepartment stores 1t loopswith a ma5or aisle that drawscustomers to look around thewhole store and has multipleentrances

Ad8antages5• !"poses customers to the

)reatest amount o%merchandise



.pine Track 7ayout



Herrin)bone Circulation

• Herrin)boneCirculation is used%or a narrow store o%

ma"imum BK %eetwidth where thehi)hway is a sin)letwo way one,

bisectin) the storealon) its len)th withside roads leadin)

to the walls %rom it

!"ample o% an attention )ettin)



!"ample o% an attention$)ettin)retail desi)n



.tore 7ayout Mana)ement

• "tore )mage

;is the o&erall perception the customerhas o% the store’s en&ironment9

• "pace 'roducti8ity;represents how eecti&ely the retailerutili*es its space and is usually

measured by sales per s2uare %oot o%sellin) space or )ross mar)in dollars pers2uare %oot o% sellin) space9



Pharmacy layout Plannin)

• Allocatin) .pace

• Circulation

• .hrinka)e Pre&ention



Allocatin) .pace

• Types o% space needed+

– 'ack room

– Ece and other %unctional spaces

– Aisles, ser&ices areas, and othernonsellin) areas o% the main sales Goor

– Wall merchandise space

–

4loor merchandise space



Prime 7ocations %or Merchandise

• (ighly tra<c+ed areas – "tore entrances

– Near chec+out counter

• (ighly 8isible areas – $nd aisle

– &isplays



Allocatin) .pace

• Warehouse stores areable to take ad&anta)enot only o% the widthand depth o% the store,but also the hei)ht, by

usin) lar)ewarehouseracks9 thatcarry reachablein&entory at lowerle&els with lar)e

pallets or cartons o%e"cess in&entory athi)her le&els



Circulation

• 4ree 4low

• 8rid

• 7oop

• .pine



.hrinka)e Pre&ention

• When plannin) stores, the pre&entiono% shrinka)e due to the%t, dama)e,and loss must

be considered

• 1t is done by increasin) the &isibilityo% the

merchandise



Principles o% layout desi)n

• 1t in&ol&es

– 6"ture types,

– merchandisin) presentation,

– &isual merchandisin),

– Merchandise Presentation Plannin)



4i"ture Types

• Hardlines 4i"tures

• .o%tlines 4i"tures

• Wall 4i"tures



4i"ture Types+ Hardlines

• The workhorse 6"ture inmost hardlinesdepartment is known asthe )ondola

• The )ondola can hold awide &ariety o%merchandise $ in %act,

&irtually all hard lines $ bymeans o% hardware hun)%rom the &ertical spine



Merchandise



Merchandise'resentation *echni=ues

• 1dea$riented Presentation

• .tyle1tem Presentation

• Color r)ani*ation

• Price 7inin)

• ;ertical Merchandisin)

•

Tonna)e Merchandisin)• 4rontal Presentation

;i l M h di i



;isual Merchandisin)

• ;isual Merchandisin) 1s the artisticdisplay o% merchandise and is used asscenesettin) decoration in the store

•7ead them to temptation

• When an item, such as a watch isdisplayed in a )lass case, it implies

lu"ury An item in a )lass case with a loto% space around it implies real lu"ury

At h



Atmosphere

• 1s the o&erall %eelin) or moodpro5ected by a store throu)h itsaesthetic appeal to human senses

• .ometimes known as storeatmosphere9

!l t % At h



!lements o% Atmosphere

At h



Atmosphere

• The psychological feeling acustomer )ets when &isitin) aretailer

– .tore retailer+ atmosphere re%ers tostore’s physical characteristics thatpro5ect an ima)e and draw customers

– -onstore retailer+ atmosphere re%ers tothe physical characteristics o% catalo)s,&endin) machines, Web sites, etc

.tore (esi)n the book



.tore (esi)n the bookanalo)y9@

• "torefront &esign 1% the retailstore can be compared to a book,then the store%ront or store

e"terior is like the book co&er 1t

must be noticeable, easilyidenti6ed by passin) motorists ormall shoppers, and memorable,

and must clearly identi%y thename and )eneral market

positionin) o% the store and )i&esome hint as to the merchandise

inside

• )nterior &esign can be brokeninto architectural elements and

desi)n 6nishes, and encompasses

Goor co&erin), walls, and ceilin)s

.t ( i t’d@



.tore (esi)n cont’d@

• Lighting is one o% the most important thou)h o%teno&erlooked$elements in a success%ul store desi)n 0etailerslearned that dierent types and le&els o% li)htin) can ha&e asi)ni6cant impact on sales

• "ounds and "mells5 Total .ensory Marketin) 0esearch hasshown that senses other than si)ht can be &ery important, too,and many retailers are be)innin) to en)ineer the sounds andsmells in their stores

;i l C i ti



;isual Communications

• -ame, 7o)o, and 0etail 1dentity

• (irectional, (epartmental, and

• Cate)ory .i)na)e

• Point$o%$.ale P.@ .i)na)e

• 7i%estyle 8raphics

(irectional, (epartmental, and



(irectional, (epartmental, andCate)ory .i)na)e

• (irectional and (epartmental .i)na)e are lar)e si)ns thatare usually placed %airly hi)h, so they can be seenthrou)hout the store

• Cate)ory .i)na)e are smaller than directional and

departmental si)na)e and are intended to be seen %rom ashorter distance# they are located on or close to the 6"tureitsel% where the merchandise is displayed

&i it l "i



&igital "ignage

• ;isual Contentdeli&ered di)itallythrou)h a

centrally mana)edand controllednetwork anddisplayed on a T;

monitor or Gatpanel screen

Point$o%$.ale [email protected])na)e



Point o% .ale [email protected])na)e

1s relati&ely small si)na)ethat is placed &ery closeto the merchandise and isintended to )i&e details

about speci6c itemsP. si)na)e %orclearance and sale itemstend to be in more

attention )rabbin) colorsin order to draw aconsumer’s attention

Consumer goods and Layout Designs

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