Lecture Consumer behaviour: Chapter 6 - Cathy Neal, Pascale Quester, Del Hawkins

In this topic we will cover the following aspects: Retail outlet selection, influence of consumer characteristics, in-store influences and brand choice, and how these influences relate to marketing strategy selection. The changes due to Internet retailing will also be discussed.

• Factors that affect retail outlet selection

• Why consumer characteristics can also affect

outlet selection

• In-store influences that can affect brand choice

• Why marketers need to consider these influences

• How the retail environment is changing to respond

to the online challenge

• Where will consumers shop?

• How do they choose a retail outlet?

– consumer characteristics

– store characteristics

• In-store decision alterations

• The purchase process

• Alternative to store selection

• Implications for strategy

PPTs t/a Consumer Behaviour 4e by Neal, Quester, 

Hawkins

6–3

Outlet Choice vs Product Choice

1 Brand (or item) first, outlet second

2 Outlet first, brand second

3 Brand and outlet simultaneously

Marketing Strategy Based on the

Consumer Decision Sequence

Use of Advertising to Create Brand Demand and Direct Consumers to Outlets

• Other outlets, non-store outlets

– markets, direct sales, etc.

– Internet sales

Internet Retailing

Reasons for not Purchasing

on the Internet

Characteristics of Online Consumers

• Females now using the Internet

• Image of the outlet:

– Web page design

– Convenience

– Security

– Pricing

 Quality, selection, price, style

 Sales assist., return, credit

– Reference/comparison may be used

– Words accompanying the price information

• Outlet location and size

Expenditure of Individuals Drawn

to a Store by an Advertised Item

PPTs t/a Consumer Behaviour 4e by Neal, Quester, 

Hawkins

6–15

Outlet Location and Size:

Retail Attraction Model

MS i = market share of store i

S i = size of store i (or mall)

Financial and Social Risks for

Various Types of Products

In-Store Influences that Impact on

Evaluation of Alternatives, and Purchase

In-Store Buying Habits

Shopper Purchase Behaviour

Insert table 6.8

Shopper Behaviour in Response

to Frequent Stockouts

Impact of Stockout Situation

Store Atmosphere and Shopper Behaviour