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Chapter 17:Outlet Seldection and Purchase. Perceived risk associated with purchases Social cost Financial cost Time cost Effort cost Physical cost. Outlet Choice vs. Product Choice. Outlet first, brand second Brand first, outlet second Simultaneous decisions. Impulse Purchase. - PowerPoint PPT Presentation
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Chapter 17:Outlet Seldection and Purchase
Perceived risk associated with purchases
• Social cost
• Financial cost
• Time cost
• Effort cost
• Physical cost
Outlet Choice vs. Product Choice
• Outlet first, brand second
• Brand first, outlet second
• Simultaneous decisions
Impulse Purchase
- “buying action undertaken without a problem having been previously recognized or a buying intention formed prior to entering the store.”
- It may be described as a choice made on the spur of the moment because of a strong positive feeling regarding the object.
- How frequent are impulse purchases?
Supermarket Decisions: Two-thirds Are Made In-Store
53
3
18
26
60
4
6
30
0 10 20 30 40 50 60 70
SupermarketsMass merchandisers
Specifically planned
Generallyplanned
Substitute
Unplanned
In-Store Influences that Impact Alternative Evaluation and Purchase
Alternative evaluation
Price reduction
s
Sales personnel
Stockouts
Displays
Store layout/atmosphere
Modify intended purchase behavior
Store Atmosphere and Shopper Behavior
Ambient ConditionsTemperature • Air quality •
Noise • Music • Odor
Physical ConditionsLayout • Equipment • Colors •
Furnishings • Space
Social ConditionsCustomer characteristics •
Number of customers • Sales force characteristics
SymbolsSigns • P-O-P displays •
Decor style
Sales PersonnelCareer objectives • Training • Personal
situation • Social class • Stage in HLC
ConsumersLifestyle • Shopping orientation • Stage in
HLC • Situation
ConsumersEnjoyment • Time in store •
Items examined • Information acquired •
Purchases • Satisfaction
Sales PersonnelMood • Effort •
Commitment • Attitude • Knowledge • Skill
Store Atmosphere Individual Characteristics Response
Impact of a Stockout Situation
Another brand/same store
Delay purchase
Forgo purchase
Same brand/another store
Negative original store WOM
Positive new store WOM
Positive new brand WOM
Original store attitude reduction
New store attitude increase
New brand attitude increase
Action Tooth-paste Computer
