Week 17 - Shopping, Buying and Evaluating

Question 1

Name the 11 types of shopping motivations?

Answer 1

• Role playing
• Diversion
• Self-gratification
• Learning about new trends
• physical activity
• sensory stimulation
• social experiences
• communicating with others who have similar interests
• peer group attraction
• status and authority
• pleasure of bargaining

Question 2

Describe the shopping motivation ‘Role playing’

Answer 2

Tauber (1972) suggests shopping is related to certain societal roles. E.g.
for some women the opportunity to enact the housewife role. Internet
shopping allows time constrained working consumers to enact the
traditional role of household shopper at a time convenient to them
(Parsons, 2002).

Question 3

Describe the shopping motivation ‘Diversion’

Answer 3

Shopping can be recreational, and a diversion from every day life. Often
shopping centres have catering and entertainment facilities. Online
shopping can also be a diversion allowing consumers to shop in places
that would otherwise be unreachable.

Question 4

Describe the shopping motivation ‘Self-gratification’

Answer 4

Shopping can offer compensation for other problems in people’s lives.
Shopping offers escapism and reward.

Question 5

Describe the shopping motivation ‘Learning about new trends’

Answer 5

Can learn about new products and try in store. Online can get ‘what’s
new’ updates on latest products and trends.

Question 6

Describe the shopping motivation ‘Physical activity’

Answer 6

Some go to the shops for exercise. Though online shopping does
do this, it can free up time for other exercise.

Question 7

Describe the shopping motivation ‘Sensory stimulation’

Answer 7

Some people enjoy shopping for the sights, sounds and smells
(e.g. retail theatre in supermarkets, and Christmas markets). This
is harder to achieve online but some online stores use video,
music, online fashion shows etc.

Question 8

Describe the shopping motivation ‘Social experiences’

Answer 8

Shopping can be a social event and an important form of
socialisation for some consumers. Many often share shopping
experiences on social media.

Question 9

Describe the shopping motivation ‘Communicating with others who have similar interests’

Answer 9

E.g. specialist sports shops, record shops etc.

Question 10

Describe the shopping motivation ‘Peer group attraction’

Answer 10

In some cases people go to certain shops because they associate them
with an aspirational group. E.g. shopping in Prada because a favourite
celebrity wears their clothes.

Question 11

Describe the shopping motivation ‘Status and authority’

Answer 11

Sometimes shop assistants attending to your needs can make you feel
special. If you have a suit made in London’s Saville Row you could
expect such service.

Question 12

Describe the shopping motivation ‘Pleasure of bargaining’

Answer 12

Some people are very motivated by the pleasure of finding a bargain

Question 13

What are the 6 types of shopper?

Answer 13

• Economic
• Personalised
• Ethical
• Apathetic
• Recreational
• Hate-to-shop

Question 14

Describe an Economic shopper

Answer 14

Rational and goal oriented shopper

Question 15

Describe a Personalised shopper

Answer 15

Tends to form strong attachments to store personnel

Question 16

Describe an Ethical shopper

Answer 16

Likes to support local small shops

Question 17

Describe an Apathetic shopper

Answer 17

Does not like shopping and sees it as a necessary chore

Question 18

Describe a Recreational shopper

Answer 18

Sees shopping as a fun and social activity

Question 19

How is retailing similar to theatre?

Answer 19

The consumer’s evaluation of stores and products may depend on the type of ‘performance’ they witness. The actors (e.g. salespeople), the setting (the store environment) and props (store displays) influence this evaluation.

Question 20

How can a stores personality be determined?

Answer 20

• Perceived convenience
• Sophistication
• The expertise of salespeople

Question 21

Describe Point-of-purchase (POP)

Answer 21

We don’t make purchase decisions until we’re actually in the store. This means information given in store or online may strongly influence purchase decisions

Question 22

What are the factors that affect is a customer will pick one store over another?

Answer 22

• Store image
• Atmospherics
• In-store decision-making
• The salesperson

Question 23

What do consumers value on a website?

Answer 23

• The ability to click on an item to create a pop up window with more details about the product
• The ability to add an item to your cart without leaving the page you’re on
  • The ability to feel merchandise through better
  imagery, more product descriptions and details.
  • The ability to enter all data related to your purchase on
  one page, rather than going through several checkout
  pages.
  • The ability to mix and match product images on one page
  to determine whether they look good together.

Question 24

Which factor affects a consumer’s shopping choices?

Answer 24

The consumers antecedent state

Question 25

Which factors make up a consumers antecedent state?

Answer 25

• Mood
• Time pressure
• Disposition towards shopping