Shopper Shopping Diagram.

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Shopping Behavior Depends on the Product. High-Involvement, Detailed ... Shopping Product. Purchasers liable to search around. Assess both quality and cost. Picture? ...
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Retailing MKTG 3346 Consumer Shopping Overview Professor Edward Fox Cox School of Business/SMU

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Factors Driving Consumer Shopping Behavior Needs Social gathering Family measure Occupation Price Sensitivity Disposable wage Opportunity expense of time Location and Retail Density

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Shopping Behavior Depends on the Product High inclusion, High value, High hazard, Infrequent High-Involvement, Detailed Process Buying a Durable – Car, Computer, Home High Risk, Uncertainty Moderate Problem Solving Some Prior Buying Experience Relatively Infrequent Purchase May Be Impulse Purchase Habitual Decision Making Frequent Shopping Store, Brand Loyalty Drives Purchase Low association, Low value, Low hazard, High recurrence

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Shopping Behavior Examples APPAREL Moderate Price High contribution for a few; low for others Shopping Product Consumers prone to look around Evaluate both quality and value Image? Encounter Good – Touch it; attempt it on Less prone to purchase online or by list Interaction with salesman may influence Browsers or objective (i.e., buy) arranged customers? Shopping center areas encourage scanning and pursuit

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Shopping Behavior Examples MOVIE Low Price Low association? Encounter great Prerelease publicizing Quality evaluation Actors Reviews Location Multiplexes Many screens Different begin times Are motion pictures cross-shopped with different types of excitement?

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Shopping Behavior Examples INSURANCE High Price High inclusion? Unsought Product Consumers may keep away from the subject Don\'t have any desire to consider it, so don\'t give it much consideration Credence Product Inertia Hard to inspire clients to switch Primary collaboration with supplier might charge Triggered by occasions (terrible stuff happened) Regret

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Shopping Behavior Depends on Retail Format Outlet % Shopping Number of Weekly Weekly Trips Spending Supermarkets 100 2.4 $ 72.82 General merchandise 68 1.3 32.53 discount stores Fast-nourishment restaurants 65 1.9 16.32 Drug stores 39 1.2 18.70 Convenience stores 37 2.4 19.72 Wholesale clubs 27 1.7 75.12 Specialty sustenance stores 9 1.0 23.70 Source: "Customers Are Skeptical Again," "63rd Annual Report of the Grocery Industry," Progressive Grocer , April 1996, p.42.

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Consumer Shopping Process

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How Retailers Affect Need Recognition STIMULATING TRAFFIC AND SALES Out-of-Store Advertising Direct mail In-Store Visual marketing Signage Displays Suggestions by deals partners In-store promoting and offering can create spontaneous, or drive, buys Adapted from Levy and Weitz

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Factors Affecting Information Search Customer Characteristics Experience with the item/classification Perceived danger Time weight Product Characteristics Complexity Cost Risk Category Characteristics Number of choices Meaningful contrasts between items Adapted from Levy and Weitz

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How Retailers Reduce Information Search KEEPING CUSTOMERS IN THE STORE Product Extensive stock arrangement Ease in finding options (cross marketing) Useful data from deals partners Price Everyday low estimating; cost coordinating Loyalty impetuses; volume rebates; card programs Adapted from Levy and Weitz

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Evaluating Retailers Source: Levy and Weitz

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Evaluating a Product for Purchase Information utilized as a part of purchasing a men\'s suit Source: Levy and Weitz

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Between Purchase Intent and the Purchase Intention Desire to purchase the most favored brand/item In-store Merchandising Social Factors Product Choice of the store/brand/item Intention to purchase does not generally bring about buy

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Buyer\'s Decision Process POST-PURCHASE BEHAVIOR Consumer\'s Expectations of Value Perceived Value Satisfied Customer! Disappointed Customer! Retailers must convey on the guarantee of quality, or lose rehash business – client dedication! Adjusted from Prentice Hall

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Example of Marketing to Customer Segments

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