Outlet Selection and Product Purchase

Pertemuan 09

Matakuliah : O0362 – Perilaku KonsumenTahun : Genap 2009/2010

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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