Lecture 4 - Shopper motivations & shopper segments

Question 1

Service barriers

Answer 1

Points of pain within a journey

Question 2

Touch point elements

Answer 2

ATCPECP

1) Atmoshperic -> physical characterstics
2) Technological -> form of interaction
3) Communicative -> one-way communication
4) Process -> steps a customer takes to achieve outcome
5) Employee-consumer interaction
6) Consumer-consumer interaction
7) Product interaction

Question 3

Decisions to showroom, based on…

Answer 3

1) Consumer’s channel perceptions

2) Contextual factors

Question 4

Consumer’s channel perceptions on showrooming

Answer 4

1) benefits of showrooming (gain in price/quality)
2) costs of showrooming (waiting costs/search)
3) potential benefits or costs of showrooming

Question 5

Contextual factors on showrooming

Answer 5

1) consumer related variables (knowledge etc.)
2) Shopping related variables (time pressure)
3) Product related variables (risk, price, category)

Question 6

Factors impacting showrooming

Answer 6

1) Shorter waiting time
2) Lower online quality advantage
3) more costly online search
4) lower online price dispersion advantage
5) more time pressure

Question 7

More showrooming if…

Answer 7

• Customer expect to get a better deal (price/quality)
• It is easy to shop online
• No staff is available in the store
• A customer does not feel time pressured

Question 8

Hedonic consumption

Answer 8

Designates those facets of consumer behavior that relate to the multisensory, fantasy, and emotive aspects of one’s experience with products

Question 9

Hedonic vs. utilatarian

Answer 9

• Hedonic -> joy, desire for pleasure and fun through consumptions
• Utilitarian -> task-oriented, problem solving

Question 10

Shopping value (hedonic vs. utiliterian)

Answer 10

• Hedonic -> Providing enjoyment and or fun

- Utilitarian -> Successfully accomplishing it’s intended goal

Question 11

The hedonic shopping motivations

Answer 11

1) Adventure shopping
2) Value shopping
3) Role shopping
4) Idea shopping
5) Social shopping
6) Relaxation shopping / gratification

Question 12

Two types of hedonic motives

Answer 12

1) purchase oriented
- role and value
- more likely to purchase
2) non-purchase oriented
- adventure
- relaxation/gratification
- idea shopping
- social shopping

Question 13

Do hedonic shoppers need to buy?

Answer 13

No, they do not need to buy to get satisfaction. Only browsing can be enough.

Question 14

Segmentation can be based on:

Answer 14

• Similar motivations

- Similar journey’s