Question
खरीदारी व्यवहार (Shopping Behaviour) पर स्थितिजन्य चरों (Situational Variables) के प्रभाव की व्याख्या कीजिए।
Answer :
Word Count : 1641
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Skip in 10
खरीदारी व्यवहार से आशय उस प्रक्रिया से है जिसके अंतर्गत उपभोक्ता किसी वस्तु या सेवा को खरीदने से पहले उसकी आवश्यकता को पहचानता है, विभिन्न विकल्पों की जानकारी प्राप्त करता है, उनका मूल्यांकन करता है, खरीदारी का निर्णय लेता है तथा खरीदारी के बाद उसके अनुभव का मूल्यांकन करता है। खुदरा विपणन में उपभोक्ता के खरीदारी व्यवहार को समझना अत्यंत महत्वपूर्ण है, क्योंकि ग्राहक का निर्णय केवल उसकी व्यक्तिगत पसंद, आय, आवश्यकता या मनोवैज्ञानिक विशेषताओं पर निर्भर नहीं करता, बल्कि उस समय और स्थान की परिस्थितियों से भी प्रभावित होता है जिनमें वह खरीदारी कर रहा होता है। इन्हीं परिस्थितियों को स्थितिजन्य चर कहा जाता है। स्थितिजन्य चर वे बाहरी और तत्काल परिस्थितियाँ हैं जो किसी विशेष अवसर पर उपभोक्ता की धारणाओं, भावनाओं, प्राथमिकताओं और खरीदारी के निर्णय को प्रभावित करती हैं। खरीदारी व्यवहार पर स्थितिजन्य चरों का प्रभाव इसलिए महत्वपूर्ण है क्योंकि एक ही उपभोक्ता अलग-अलग परिस्थितियों में एक ही उत्पाद के प्रति अलग व्यवहार कर सकता है। उदाहरण के लिए, कोई व्यक्ति सामान्य परिस्थितियों में महंगे ब्रांड के कपड़े खरीदने से बच सकता है, लेकिन किसी विवाह समारोह में जाने के लिए वह महंगा और प्रीमियम परिधान खरीद सकता है। इसी प्रकार, कोई ग्राहक सामान्यतः बजट के अनुसार खरीदारी करता है, लेकिन सीमित समय के ऑफर या विशेष छूट देखकर अपनी योजना से अधिक खरीद सकता है। इससे स्पष्ट होता है कि उपभोक्ता व्यवहार स्थिर न होकर परिस्थितियों के अनुसार बदलता रहता है। स्थितिजन्य चरों में सबसे महत्वपूर्ण चर भौतिक वातावरण है। खुदरा दुकान का स्थान, आकार, प्रकाश व्यवस्था, तापमान, स्वच्छता, सजावट, संगीत, रंग, गंध, उत्पादों का प्रदर्शन तथा स्टोर का लेआउट ग्राहक के व्यवहार को प्रभावित करते हैं। यदि दुकान साफ-सुथरी, आकर्षक और व्यवस्थित हो तो ग्राहक उसमें अधिक समय बिताने तथा अधिक उत्पाद देखने के लिए प्रेरित हो सकता है। उदाहरण के लिए, सुपरमार्केट में उत्पादों को आकर्षक ढंग से सजाने और आवश्यक वस्तुओं को उचित स्थान पर रखने से ग्राहक की खरीदारी की संभावना बढ़ सकती है। दूसरी ओर, भीड़भाड़, खराब प्रकाश, असुविधाजनक तापमान या अव्यवस्थित उत्पाद प्रदर्शन ग्राहक को जल्दी दुकान छोड़ने के लिए प्रेरित कर सकता है। स्टोर
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