Week_4_Purchase Flashcards
three types of purchase decisions
Fully Planned Purchase
Partially Planned Purchase
Unplanned Purchase
Fully planned purchase
Brand and product are chosen in advance.
Purchase planning is more likely to occur when product involvement is high with purchase affected by in-store factors and marketing efforts.
partially planned purchase
intent to buy the product exists, but brand choice is deferred until shopping.
When involvement is low, consumers resort to buying a brand they know and like, but may also be influenced by price reductions or special displays.
Unplanned Purchase
both the product and brand are chosen at point of sale.
In-store influences can guide product and brand choices made by consumers reminding them of a need and triggering a purchase.
Why do people shop>
Diversion Learning about new trends Physical Activity Sensory Stimulation Social experiences outside the home Peer group attraction Pleasure of bargaining
What is retail choice?
An interactive process where the type of store and specific retailer affect each other.
what consumer characteristics been matched?
Store characteristics and purchase characteristics.
Retail image
Consumers rely on their overall perception of a store (store image)
Involves both functional and emotional attributes
The perceived level of crowding within the store may also affect shopping behavior, reducing shopping for some consumers while appealing to other segments
Retail location
Perceived in terms of time and hassle in addition to actual distance.
Cognitive maps or consumer perceptions of store locations and shopping areas are more important than actual location.
Consumers generally overestimate both actual distance and time.
When retailers are equidistant from a consumer’s origin, consumers choose retailers that are most clustered.
Assortment breath
how vast or wide the variety of products sold
Assortment depth
how deep the categories of product sold
What is nature and quality of assortment.
Depth, breadth, and quality of assortment are vital – especially true of stores in shopping centers.
What determinte the store patronage?
Price as a determinant of store patronage varies by type of product.
Which price is more important? Perception of price or actual price?
The consumer’s ‘perception’ of price is usually more important than the ‘actual’ price.
Effects of price promotions on:
Building store patronage
Demand for different brands
Short-term buying behavior
Long-term buying behavior
