Consumer Behaviour Of Leicester Market

Consumer behaviour of Leicester Market

Introduction:
Leicester Market is the largest covered market in Europe, and has been on site for 700 years. It locates in the city centre, contains outdoor market and indoor market with over 270 stalls. The outdoor market sells a wide variety of goods, such as vegetables, fruits, flowers, cloths, accessories, CDs, second hand books. The indoor market is a multi-level building, sells seafood, meats, footware, confectionery, cloths, and kitchenware.
The purpose of this essay is to analysis Leicester Market's consumer behaviour, find out whether the Market is meeting customer needs. And finally I am going to make recommendations for the development of Leicester market. All the analysis and opinions will follow consumer behaviour theories.

Consumers as individuals:

1. Perception and Interpretation:
Consumer behaviour is the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires (Solomon, Bamossy, Askegaard, 2002: 5). In addition, consumption plays an important role in social, psychological economic, political and cultural aspects of life. According to Solomon, Bamossy and Askegaard (2002), each of us is a self-contained receptor for information such as advertising messages, products, other people persuading, etc. from outside world, and reflections of ourselves. As a marketer, it is necessary to get the knowledge of consumer behaviour and consider how to use information to influence customers.

As human being, each of us has five main senses: sight, hearing, smell, taste, and touch. Information about products and other people's stimuli, such as sights, sounds, smells, tastes, and textures will reflect to ...
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