CHAPTER SEVENTEEN
Outlet Selection and Purchase
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
2
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:
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–
–
–
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17
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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17
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
Displays
Price
reductions
Store
Atmosphere
Alternative
evaluation
Stockouts
Sales
personnel
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17
Modify
intended
purchase
behavior
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17
Supermarket Decisions
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17
In-Store Purchase Behavior
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17
Sales Impact of Point-of-Purchase Displays
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The Effect of P-O-P Display Location on
Sales of Listerine Mouthwash
+162%
+141%
Percent
Regular price
on shelf
Average unit sales per store
120
100
80
60
+11%
40
20
Feature price/display
0
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17
Shelf
Rear
Endcap
Front
Endcap
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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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17
Store Atmosphere
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17
Impact of a Stockout Situation