Bài giảng Consumer Behaviour - Chapter 6 Outlet Selection and Purchase

Chapter 6 Outlet Selection  and PurchaseFactors that affect retail outlet selectionWhy consumer characteristics can also affect outlet selectionIn-store influences that can affect brand choiceWhy marketers need to consider these influencesHow the retail environment is changing to respond to the online challenge1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumer Outlet Selection and PurchaseWhere will consumers shop?How do they choose a retail outlet?consumer characteristicsstore characteristicsIn-store decision alterationsThe purchase processAlternative to store selectionImplications for strategy2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsOutlet Choice vs Product Choice1. Brand (or item) first, outlet second2. Outlet first, brand second3. Brand and outlet simultaneously3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarketing Strategy Based on the Consumer Decision SequenceUse of Advertising to Create Brand Demand and Direct Consumers to OutletsThe Retail SceneIn storesOther outlets, non-store outletsmarkets, direct sales, etc.Internet sales6Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsInternet RetailingReasons for not Purchasingon the InternetCharacteristics of Online ConsumersOnline ShoppingIncreasing number of consumers preferring to shop onlineFemales now using the InternetImage of the outlet:Web page designConvenienceSecurityPricing10Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttributes Affecting Retail Outlet SelectionOutlet imageA consumer’s or a target market’s perception of all the attributes associated with a retail outlet11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDimensions and Components of Store ImageDimensionMerchandiseServiceClientelePhysical featuresConveniencePromotionStore atmosphereInstitutionalPost-transactionComponent(s)Quality, selection, price, styleSales assist., return, credit CustomersClean, layout, etc.Location, parkingAdvertisingFun, excitement, comfortStore reputationSatisfaction12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttributes Affecting Retail Outlet SelectionStore imageRetail advertising Price advertisingSize of discountReference/comparison may be usedWords accompanying the price informationOutlet location and size13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsExpenditure of Individuals Drawnto a Store by an Advertised ItemOutlet Location and Size: Retail Attraction ModelMSi = market share of store iSi = size of store i (or mall)Ti = travel time to i l = attraction factor for a particular product category=MSiSi / TilnSi= 1 Si / Til15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumer Characteristics and Outlet ChoiceShopping orientationPerceived riskFinancial riskSocial risk16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsFinancial and Social Risks for Various Types of ProductsIn-Store Influences that Impact on Evaluation of Alternatives, and PurchaseIn-store Influences that Alter Brand ChoicesThe nature of unplanned purchasesReminder purchases orImpulse purchases19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsIn-Store Buying HabitsShopper Purchase BehaviourInsert table 6.8Shopper Behaviour in Response to Frequent StockoutsImpact of Stockout SituationStore Atmosphere and Shopper BehaviourNext LectureChapter 7:Postpurchase Processes,Customer Satisfaction andConsumer Loyalty25Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins