Retail Store Attributes by yfg98007

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									CHAPTER   17
 OUTLET
SELECTION
   AND
PURCHASE
Outlet Choice Versus Product Choice
                         The Retail Scene



  Online Sales by
Categories in Billions
              The Retail Scene
                Store-based Retailing
The following are the results of a Roper survey asking
consumers why they don’t like shopping in stores:
             The Retail Scene
The Internet as Part of a Multi-Channel Strategy
Attributes Affecting Retail Outlet Selection

Retail outlet selection involves a comparison of the
alternative outlets on consumer’s evaluative criteria:

 Outlet Image

 Retailer Brands

 Retail Advertising

 Outlet Location and Size
Attributes Affecting Retail Outlet Selection

                          Outlet Image
Store image - perception of all the attributes associated with a
retail outlet.
Attributes Affecting Retail Outlet Selection

                 Outlet Image
Attributes Affecting Retail Outlet Selection

                                           Retail Advertising
Expenditure of Individuals Drawn to a Store by an Advertised Item




         Source: The Double Dividend. (New York: Newspaper Advertising Bureau Inc., February 1977.
Attributes Affecting Retail Outlet Selection

                  Outlet Location and Size

Location and size play an important role in store choice.

   All else equal, consumers generally select the closest
   store.

   Outlet size is also important. Generally, customers
   prefer larger outlets over smaller outlets.

   The retail attraction model, or the retail gravitation
   model, is used to calculate the level of store attraction
   based on store size and distance from the consumer.
  Consumer Characteristics and Outlet
              Choice
Two consumer characteristics that are particularly relevant
to store choice:

1. Perceived Risk

2. Shopping Orientation
    Consumer Characteristics and Outlet
                Choice
                 Shopping Orientation: Part I

Chameleons                 Shopping style situation specific or
                            constantly changing
                           Shopping approach is based on product
                            type, shopping impetus, and purchase task
Collectors/Gatherers       Propensity to stockpile items and to
                            purchase large quantities to either save
                            money or alleviate the need for shopping
                           Attempt to get the best price and take
                            advantage of retailer guarantees
Foragers                   Particular and motivated to purchase only
                            the desired items
                           Willing to search extensively and have
                            little store loyalty; Prefer to shop alone
Hibernants                 Indifferent toward shopping, with
                            opportunistic shopping patterns rather than
                            need driven
                            type, shopping impetus, and purchase task
Collectors/Gatherers       Propensity to stockpile items and to
                            purchase large quantities to either save
   Consumer Characteristics and Outlet
                
                            money or alleviate the need for shopping
                            Attempt to get the best price and take
               Choice
                
                            advantage of retailer guarantees
Foragers                    Particular and motivated to purchase only
                            the desired items
                 Shopping
                           Orientation: Part II
                            Willing to search extensively and have
                            little store loyalty; Prefer to shop alone
Hibernants                 Indifferent toward shopping, with
                            opportunistic shopping patterns rather than
                            need driven
                           Will often postpone even required
                            purchases
Predators                  Purposeful and speed oriented in shopping;
                            plan before shopping and like to shop
                            alone
                           Do not enjoy shopping and tend to shop
                            outlets where assured of getting needed
                            items quickly
Scavengers                 Enjoy shopping both to make purchases
                            and as an activity
                           Like to go to sales and consider shopping
                            to be entertainment
                           Make numerous unplanned purchases
In-Store and Online Influences on Brand
               Choices
Strategies used by manufacturers and retailers to influence
in-store and online decisions:
1. Point-Of-Purchase Materials

2. Price Reductions and Promotional Deals

3. Outlet Atmosphere

4. Stockouts

5. Web Site Functioning and Requirements

6. Sales Personnel

								
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