Consumer Behavior Assignment 2
Lecturer: Dr. Nita Garnida
STORE
OBSERVATION
MEMBERS OF GROUP 7
LAILY FAUZIAH
VANITA ZAHRA Z
AFINA PUTRI C
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MEMBER 1
MEMBER 2
MEMBER 3
PATRICIA SHARELEEN
CLARASHINTA M
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MEMBER 4
MEMBER 5
TOPICS TO EXPLAIN
• Visit The Assigned Point To Purchase
• Step That Store Management Has Taken
• Check Several Things (Displays, Salespeople, etc)
• Check Also Data On (Product Specification,
Value Proposition, and Price Comparison)
• Plan That We Proposed For The Store
Visit The Assigned Point To Purchase
WHAT STORE AND PRODUCT THAT WE CONCERN?
PULL & BEAR STORE (BANDUNG)
Pull & Bear is a Spanish clothing and accessories
retailer based in Narón, Galicia. Founded in 1986
and was officially launched as Pull & Bear in 1991
SKINNY JEANS (BLUE)
Skinny Jeans for women because there is sale or
special price on that product that could attract
people attention and create unplanned
purchase for shoppers
Step That Store Management Has
Taken and Evaluate Alternatives
WHAT STEP THAT HAS BEEN TAKEN AND ALTERNATIVES FOR
THE STORE?
PRICE SECTION
USE MANNEQUIN
FRONT SECTION
Price placed above the products
so it is easier to be seen by the
shoppers
There are mannequins that use
SALE word on the shirt right
after the store entrance to
attract shoppers attention
Sale products placed in the
front section of the store
EVALUATE
ALTERNATIVES
SALESPEOPLE
COUPONS
MULTIPLE ITEM
DISCOUNTS
Presentations ae
communication tools.
PRODUCT
IMPROVEMENT
PRODUCT
INFORMATION
Check Several Things
HOW THE DISPLAYS, OUTLET ATMOSPHERE, PACKAGING,
DEMONSTRATION, SAMPLES, SHELVING TECHNIQUES, OUTLET
LAYOUT, PRICE REDUCTIONS?
DISPLAYS
Well-organized based on style and color
OUTLET ATMOSPHERE
Good vibes (indie) and there is emotion
touch through its outlet
PACKAGING
Good quality of packaging and provide complete
information about the store (website, IG, logo, etc)
DEMONSTRATION
Demonstrate the sale only
through mannequins that
placed right after the store
entrance
SAMPLES
Sample of skinny jeans (blue navy and
soft blue) with same size, style, price,
good quality, complete product
specification, and tagline about
denim
SHELVING
TECHNIQUES
Good color combination and
arrangement of products on shelf
OUTLET LAYOUT
Good layout arrangement to announce product sale
PRICE REDUCTIONS
For all skinny jeans has price reduction
(special price) from Rp. 399,900 to
Rp. 229,900
Check Data
HOW THE PRODUCT SPECIFICATION, VALUE PROPOSITION,
AND PRICE COMPARISON?
WASHING
ADVICE
TAGLINE
DENIM
SIZE FROM
ANOTHER
COUNTRY
BRANDED PRODUCT
WITH GOOD PRICE
PROVIDE TAGLINE TO
DESCRIBE IDENTITY
GOOD QUALITY OF
THE JEANS
PROVIDE COMPLETE
PRODUCT SPECIFICATION
AND INFORMATION
ADAPTABLE PRODUCT
WITH FASHION TREND
AND CUSTOMER NEEDS
PULL AND BEAR
STRADIVARIUS
Skinny Jeans Women
Skinny Jeans Women
Same quality, style, and initial price with
stradivarius. Also there is price reduction, so
its cheaper than stradivarius jeans
Same quality, style, and initial price with pull
and bear but there is no price reduction that
makes stradivarius jeans is more expensive
than pull and bear jeans
Plan That We Proposed For The Store
WHAT IS THE PLAN TO IMPROVE MARKETING STRATEGY?
Proposed Plan
SALESPEOPLE
COUPONS
We suggest Pull and Bear
to increase the number of
salespeople effectively and
placed appropriately on
the sale products so that
shoppers would be easier
to get information about
the product and reach
customer satisfaction (no
self-service for shoppers)
We suggest Pull and Bear
to create minimal price for
shoppers in purchasing
sale product (jeans) then
they will get a coupon that
could be used in the next
purchase. This plan could
increase customer loyalty
MULTIPLE ITEM
DISCOUNTS
We suggest Pull and Bear
to create a multiple item
discounts
by
adding
another product, such as:
shoppers who buy (1 jeans+
1 t-shirt) will get a discount
or price reduction. This
plan is used to increase the
sale of t-shirt or another
product
Proposed Plan
PRODUCT
IMPROVEMENT
PRODUCT
INFORMATION
We suggest Pull and Bear
to launch "kids" product in
Bandung Store to increase
more sale because kids
nowadays are stylish and
happy to be dressed up
We suggest Pull and Bear
to add more information,
such as: initial price of the
product and the price
reduction on the hanging
shelf so that the shoppers
will
emotionally
more
attracted
-Thank You-