What information does a retailer need to collect to develop a strategy to attract customers?

Ans. : Thus, to develop a program for attracting customers, the retailer must do market research to collect the following information.

1. Alternative retailers that customers consider.

2. Characteristics or benefits that customers consider when evaluating and choosing a retailer.

3. Customers’ ratings of each retailer’s performance on the characteristics.

4. The importance weights that customers attach to the characteristics.

Armed with this information, the retailer can use several approaches to influence customers to patronize their store or Internet site.

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