Professional Documents
Culture Documents
2
1
VALUE PLATFORM
(RESEARCH)
MEET #6
Retailing Management 8e
McGraw-Hill/Irwin © The McGraw-Hill Companies, All rights reserved.
Copyright 4-1
© 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Stages in the Buying Process CHAPTER 1
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Types of Needs CHAPTER 1
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• Stimulation
• Ex: Background music,
visual displays, scents
• Satisfy need for power
and status
• Ex: Canyon Ranch –
upscale health resorts
• Adventure
• Treasure hunting for
bargains
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Information Search CHAPTER 1
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Sources of Information CHAPTER 1
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• Internal
• Past experiences
• Memory
• External
• Consumer reports Digital Vision / Getty Images
• Advertising
• Word of mouth
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How Can Retailers Limit
the Information Search?
CHAPTER 1
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Royalty-Free/CORBIS
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Internet, Information Search,
and Price Competition
CHAPTER 1
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Evaluation of Alternatives CHAPTER 1
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Getting into the Consideration Set CHAPTER 1
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Methods for increasing the chance of store visit after
getting into the consideration set CHAPTER 1
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Purchasing Merchandise or Services CHAPTER 1
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Postpurchase Evaluation CHAPTER 1
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• Satisfaction
• A post-consumption evaluation of how well a store or
product meets or exceeds customer expectations
• Becomes part of the customer’s internal information
that affects future store and product decisions
• Builds store and brand loyalty
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Types of Buying Decisions CHAPTER 1
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Extended Problem Solving CHAPTER 1
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• Provide a Lot of
Information
• Use Salespeople rather
than advertising to
• Communicate
with customers
• Reduce the Risks
• Offer Guarantees
• Return Privileges
© Royalty-Free/CORBIS
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Limited Problem Solving CHAPTER 1
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What do Retailers Need to do for Customers
Engaged in Limited Problem Solving? CHAPTER 1
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• It depends…
• If the Customer Is Coming to You, Provide a Positive
Experience and Create Loyalty
• Make Sure Customer is Satisfied
• Provide Good Service, Assortments, value
• Offer Rewards to Convert to Loyal Customer
• If the Customer Goes to Your Competitor’s Store, Change
Behavior
• Offer More Convenient Locations, Better Service and
Assortments
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Encouraging Impulse Buying CHAPTER 1
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PhotoLink/Getty Images
• Use Signage in Aisle or Special Displays
• Put Merchandise Where Customers Are
Waiting
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Habitual Problem Solving CHAPTER 1
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Customer Loyalty CHAPTER 1
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• Brand Loyalty
• Committed to a Specific
Brand
• Reluctant to Switch to a
Different Brand
• May Switch Retailers to Buy
Brand
• Store Loyalty
• Committed to a Specific
Retailer
• Reluctant to Switch Retailers
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What do Retailers Need to do for Customers
Engage in Habitual Decision Making CHAPTER 1
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• It depends…
• If the customer habitually comes to you, reinforce
behavior
• Make sure merchandise in stock
• Provide good service
• Offer rewards to loyal customer
• If the customer goes to your competitor’s store, break
the habit
• Offer special promotions
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Social Factors
Influencing the Buying Decision Process
CHAPTER 1
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Family Influences Buying Decisions CHAPTER 1
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Reference Groups CHAPTER 1
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(c) image100/PunchStock
• Providing rewards for specific
purchasing behaviors
• Enhancing a consumer’s self-image
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Reference Groups CHAPTER 1
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• Eva…. looks to
• Soccer player Mia Hamm and tennis player Maria
Sharapova for the selection of athletic wear
• Jessica Simpson for casual fashion advice
• Store advocates:
• Customers that like a store so much that they actively
share their positive experiences with friends and family
• Victoria Secret
• Alpha Moms
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Culture CHAPTER 1
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