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Customer needs are the basic requirements, expectations, and desires that motivate people to purchase products or services from a retail store. In store operations, understanding customer needs is essential because the success of a retail business depends largely on how effectively it identifies and satisfies those needs. Customer needs are not uniform; they differ from one customer to another and are influenced by several personal, social, economic, psychological, cultural, and situational factors. A retailer must therefore continuously observe customer behaviour, collect information, and adapt store operations according to changing expectations. One of the most important determinants of customer needs is income and purchasing power. The amount of disposable income available to customers influences what they can afford and the quality and quantity of products they purchase. Customers with higher purchasing power may prefer premium brands, advanced products, and better services, whereas customers with limited income may give greater importance to affordability, discounts, durability, and value for money. Retailers need to understand the income profile of their target market while deciding product assortment, pricing, promotions, and store formats. Age is another major factor determining customer needs. Different age groups have different requirements and shopping preferences. Children may need toys, educational products, snacks, and clothing, while young adults may be interested in fashion, electronics, cosmetics, and lifestyle products. Middle-aged customers may focus more on household goods, health products, financial security, and family requirements. Senior citizens may require medicines, healthcare products, comfortable clothing, and products that are ______ ________ _______ ________ ____.
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