Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
6Activity
0 of .
Results for:
No results containing your search query
P. 1
The Inscrutable Shopper: Consumer Resistance in Retail

The Inscrutable Shopper: Consumer Resistance in Retail

Ratings: (0)|Views: 686|Likes:
Traditional retail marketing theory has aimed to assist retailers with ideas, suggestions, and methods to attract shoppers and encourage them to spend, and ideally engender loyalty. Attracting shoppers, and encouraging them to purchase, has traditionally involved a range of marketing tactics within the retail environment, such as hanging banners, engaging barkers, playing music, designing elaborate store environments, and spending a continually increasing amount on advertising. We take a different approach with this book and ask the retailer to strategically consider and understand its customer base, particularly the issues surrounding why some customers may, or may not, choose to purchase (or shop) at all: what we define as the inscrutable shopper.
Traditional retail marketing theory has aimed to assist retailers with ideas, suggestions, and methods to attract shoppers and encourage them to spend, and ideally engender loyalty. Attracting shoppers, and encouraging them to purchase, has traditionally involved a range of marketing tactics within the retail environment, such as hanging banners, engaging barkers, playing music, designing elaborate store environments, and spending a continually increasing amount on advertising. We take a different approach with this book and ask the retailer to strategically consider and understand its customer base, particularly the issues surrounding why some customers may, or may not, choose to purchase (or shop) at all: what we define as the inscrutable shopper.

More info:

Published by: Business Expert Press on Aug 24, 2011
Copyright:Traditional Copyright: All rights reserved

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF or read online from Scribd
See more
See less

09/04/2013

pdf

 
Stella MinahanSean SandsCarla Ferraro
The Consumer Behavior Collection
Naresh Malhotra,
Editor
www.businessexpertpress.com
TheInscrutableShopper
Consumer Resistancein Retail
 
Contents
Chapter 1 A Brief History of the Consumer Society ...........11Chapter 2 A Brief History of Shopping ....................17Chapter 3 The Inscrutable Shopper .......................23
Part II elements of Consumer resIstanCe 33
Chapter 4 A Model of Consumer Resistance ................35Chapter 5 Responses: Mainstream and Fringe ...............57
Part III the strategIC retaIler 85
Chapter 6 Implications for Retailers .......................87Chapter 7 Responsible Retailing ..........................95Chapter 8 Best Practice Considerations ...................105Chapter 9 Conclusion ................................117
Notes 
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123
References 
............................................131
Recommended Reading 
...................................145
Index 
...............................................151
 
Introduction
Traditional marketing books provide ideas, suggestions, and methods forhelping business to encourage the shopper to purchase goods and engageservices. For decades, marketing and advertising gurus have exhortedretailers to hang banners, engage barkers, play music, purchase expensivestore ttings, and spend more and more on advertising. This book takesa different approach and asks the retailer to think strategically about itscustomer base and why its customers may or may not be inclined to pur-chase or, even shop at all.The information in this book, however, helps retailers and others inthe supply chain to consider their current and potential customers ina way that takes into account the extremely complex environment sur-rounding the contemporary retailer. The framework of the book is basedon an appreciation of the macro and micro forces that are contributingto—and indeed shaping—the way consumers think, which may leadthem to resist consumption.Some fortunate retailers will not need to do any more than let the cus-tomer know that they are open for business; they have the formula andcustomer base just right. The reality for the majority of retailers in difcultand complex times is not only to consider how to encourage the customerto purchase but also to understand why the customer is not purchasing.The focus of this book is what it means for retail when consumption fal-ters. This is not to exclude service industries or those employed in thesupply chain, such as manufacturers and distributors; the entire value chainis vulnerable to environmental turbulence and customer resistance.This book addresses two major issues confronting retailers. The rstissue is how to understand an increasingly complex and unpredictablecustomer who may be passively avoiding purchasing, right through to acustomer participating in international boycotts of retailers. The sec-ond issue is how to respond to the customer in an increasingly turbulentbusiness environment. The business world must now respond actively toethical, environmental, and social issues, as well as providing relevant andappealing services.

Activity (6)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads
Reham Magdy liked this
Manohar Karvir liked this
Geetanjali Bonde liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->