CHAPTER SEVENTEEN
Outlet Selection and PurchaseOutlet Selection and Purchase
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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Outlet Selection and Purchase
• Decision Sequence• Outlet First, Brand Second• Brand First, Outlet Second• Simultaneous
• Influences on store evaluative criteria• List and rank evaluative criteria (characteristics) when
shopping for:– major grocery shopping trip– buying a quart of milk in a hurry– buying a suit– buying a watch– buying a newspaper
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Marketing Strategy Based on Decision Sequence
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So what about the Internet?
• Break up into groups of three to four people• Creatively discuss the Internet as an Outlet• Develop a conceptual theory as to why
consumers are drawn to the Internet• Discuss reasons why consumers are
apprehensive toward using the Internet
• Record your ideas in a form that is presentable
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The Internet: Online Sales by Categories
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Class Discussion
• How would you measure the image of a retail outlet?
• Does the image of a retail outlet affect the image of the brands it carries? Do the brands carried affect the image of the retail outlet?
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Figure 17-2
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Table 17-2
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In-Store Influences that Impact Alternative Evaluation and Purchase
Alternative evaluation
Price reductions
Sales personnel
Stockouts
Displays
Store Atmosphere
Modify intended purchase behavior
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Supermarket Decisions
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In-Store Purchase Behavior
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Sales Impact of Point-of-Purchase Displays
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The Effect of P-O-P Display Location on Sales of Listerine Mouthwash
Percent
120
100
80
60
40
20
0
+11%
+141%+162%
Shelf Rear FrontEndcap Endcap
Regular price on shelf
Feature price/display
Ave
rag
e u
nit
sale
s pe
r st
ore
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Consumer Insight 17-1
• Is it ethical for retailers to set prices with 99 rightmost digits knowing that consumers will interpret the price to be lower than it is?
• Why don’t consumers simply round up to the next larger number? Wouldn’t it be easier to think of $9.99 as $10.00 rather than as $9.90 or even $9.00?
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Store Atmosphere
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Impact of a Stockout Situation