Matakuliah : O0362 – Perilaku Konsumen
Tahun : Genap 2009/2010
Outlet Selection and Product Purchase
Pertemuan 09
THREE BASIC SQUENCES A
CONSUMER CAN FOLLOW WHEN
MAKING A PURCHASE DISCUSION
• Brand or item first, outlet second
• Outlet first, brand second
• Brand and outlet simultaneously
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THE NATURE OF OUTLET SELECTION
Content:
• Describe the evaluate criteria that
consumers frequently use when choosing
retails
outlets,
the
consumer
charasteristics that influence the criteria
use
• The in-store charasteristics that affect the
amounts and brands purchased
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ATTRIBUTES AFFECTING RETAIL
OUTLET SELECTION
• Outlet image  a given consumers or
target market perceptions off all the
attributes associated with a retail outlet
is generally referred to as the outlet
images
• Retail advertising  retailers use
advetising to cmmunicate their attributes
to consumer
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PRICE ADVERTISING DECISIONS
• How large a price discounts should be
used?
• Should comparasion or reference price be
used?
• What
verbal
statements
should
accompany the price information?
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CONSUMER CHARASTERISSTIC AND
OUTLET CHOICE
• Perceived Risk  the purchase of any
products iinvolves a certain amount of
risk
which
may
include
financial
performance, psychological or social
consequences
• Risk : Financial Risk vs Social Risk
• The perception of the risk differs among
the consumers
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SHOPPING ORIENTATION
• Mean :
An individual shopping style that puts
particular emphasis on certaiin activities
• It’s closely realted to gneral lifestyle and
are subject to similar influences
• Shopping orientation influences both the
specific retail outlet selected and the
general type of outlet
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THE NATURE OF UNPLANNED
PURCHASES
•
•
•
•
•
Specifically planned decision
General planned decision
Subtitute decision
Unplanned decision
In Store decision
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POP : POINT OF PURCHASE DISPLAY
Are commonin the retailing of many
products and the impact of that
displays have on brand sales is often
enermous
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PRICE REDUCTION AND
PROMOTIONAL DEALS
• Are almost always accompained by
the use some point of purchase
materials.
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•
•
•
•
SALES INCREASE IN RESPONSE TO
PRICE REDUCTION:
Current brand users may buy aheaqd of
their anticipated needs “Stockpling”
Users of competing brands may switch
to the reduced price brand
Non product category may buy the
brand
Consumer who do not normally shopm at
the store may come to the store to buy
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• Store layout  for ex : the location, it is
an important to the customer
• Store
atmosphere

the
store
atmosphere or internal environment
affects to shoppers mood and willinginess
to visit and linger
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SALES PERSONALS :
• The effective of the sales effort is
influenced by the interactions of:
– The salespersons resources
– The nature f the customers buying task
– The
customer
–
salsesperson
relationship
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