Consumer Behavior J. Schreiber

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Consumer BehaviorJ. Schreiber

• Chapter Seventeen (Hawkins)
• DM Selection/Purchase

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Outlet Selection and Choice

• Selecting a retail outlet involves
  ____________________ as selecting a brand. That
  is, the consumer
• recognizes a problem that requires
  _______________
• engages in ________________________ search
• evaluates the __________________, and
• applies a _____________ to make a selection

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Outlet Choice V. Product Choice

• Outlet selection is obviously important to
  managers of retail firms such as A/F, Amazon.com,
  and L. L. Bean. But it is equally important to
  _______________________________.
• Three basic sequences a consumer can follow when
  making a purchase decision

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The Retail Scene

• _________ refers to any source of
  products/services for consumers.
• _____________ represents a relatively small but
  rapidly growing percentage of total retail sales.
• Increasingly consumers see or hear descriptions
  of products in
• and then acquire them via

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Store-Based Retailing

• Most sales take place in ___________, and this
  will remain true for _____________________.
• However traditional ________ retailing is
  certainly vulnerable in ways that plays into the
  hands of ________ retailers.
• ________ shopping perceived as neither fun nor
  efficient by many. Retailers fighting back with
  store-based _____________________ to improve the
  experience.

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Store-Based Retailing

• Results of a Roper survey asking consumers why
  they dont like shopping in stores

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Attributes Affecting Retail Outlet Selection

• Retail outlet selection involves a comparison of
  the alternative outlets on consumers evaluative
  criteria
• (1) Outlet Image
• (2) Retailer Brands
• (3) Retail Advertising
• (4) Outlet Location and Size

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(1) Outlet Image

• Store image - perception of _____________
  associated with a retail outlet.

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(2) Retailer Brands

• Store brands are closely related to store image,
  and at the extreme, the ________________________.
• Traditionally, retailers carried only
  _________________, and only a few (E.g., Sears)
  developed their ___________.
• Increasingly retailers such as Wal-Mart and
  Target are developing and promoting high-quality
  brands with either the ___________________________
  __________.
• The key to success of store brands--______________
  ________________________.

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(3) Retail Advertising

• Retailers use advertising to communicate their
  attributes, particularly sale prices, to
  consumers.
• Tracking the purchases of an advertised item
  ________________ the total impact of the ad.
• _________________ are the sales of additional
  items to customers who came to purchase an
  advertised item.

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(3) Retail Advertising

• Retailers evaluating the benefits of price or
  promotions must consider the impact on overall
  store sales and profit.
• Studies show that price is frequently
  _______________ for selecting a particular
  outlet.
• Many retailers could benefit from emphasizing
  ________________________________.
• Online retailers advertise in mass media to
  ________________ and attract consumers.

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(4) Outlet Location and Size

• Location and size play an important role in store
  choice.
• All else equal, consumers generally select the
  _____________.
• Outlet size is also important. Generally,
  customers prefer _________________________.
• The retail attraction model, or the retail
  gravitation model, is used to calculate the level
  of store attraction based on _____________________
  ______ from the consumer.

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Consumer Characteristics Outlet Choice

• Two consumer characteristics that are
  particularly relevant to store choice
• (1) Perceived Risk
• (2) Shopping Orientation

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(1) Perceived Risk

• The purchase of products involves the risk that
  they may not perform as expected

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(1) Perceived Risk

• The perception of these risks differs among
  consumers, depending in part on their
  ___________________________________.
• For this reason perceived risk is considered a
  _________ characteristic as well as a ________
  characteristic.

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(2) Shopping Orientation

• A Shopping orientation is a shopping style that
  puts particular emphasis on certain
  ___________________________________.
• A recent study used projective techniques (in
  this case, thinking about an animal) to ascertain
  the ways college students approach shopping.

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(2) Shopping Orientation
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(2) Shopping Orientation
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In-Store and Online Influences on Brand Choices

• Strategies used by manufacturers and retailers to
  influence in-store and online decisions
• Point-Of-Purchase Materials
• Price Reductions and Promotional Deals
• Outlet Atmosphere
• Stockouts
• Web Site Functioning and Requirements
• Sales Personnel

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Purchase

• Traditionally, purchases were straightforward
  with little delay, with the exception of a
  ___________________________.
• Many consumers starting to make an online
  purchase _______________________ for a variety of
  reasons.
• ______ plays a major role in consumer purchases.
• Businesses need to simplify the
  ________________________ as much as possible.