What influences shopping?

Question 1

What 7 factors influence shopping?

Answer 1

Cultural
Economic
Environmental & Ethical
Personal
Psychological
Physiological
Social

Question 2

Give examples of cultural factors?

Answer 2

Beliefs, customs, behaviour.
Green Issues  (recycling & energy efficiency)
Mediterranean people (good quality food)

Question 3

Give examples of economic factors?

Answer 3

Wages increase & cost of living decrease
Increased credit & luxury buying
Unemployment (decreased spending)

Question 4

Give examples of environmental/ethical factors?

Answer 4

Impact of product on environment, people treated fairly
Bags for life
Clothing branding choice (child labour)

Question 5

Give examples of personal factors?

Answer 5

Age, likes/dislikes, job, lifestyle, free time.
Phone choice
Student lunch = packed
Business lunch = leisurely restaurant meal

Question 6

Give examples of psychological factors?

Answer 6

Self confident, aggressive, personality, body image.
Bad body image - hate shopping, buy online
Social - Eat out & coffee regularly

Question 7

Give examples of physiological factors?

Answer 7

Maintenance of body & dietary disorders
Allergies - certain brand or store
Health - gym & personal trainer

Question 8

Give examples of social factors?

Answer 8

Family, friends, sports teams, church groups
Loyal to supermarket (shopped there as a child)
Type & style of clothing same for teens

Question 9

What are the 4ps that make up the principles of marketing?

Answer 9

Product - What is it?
Price - What does it cost?
Place - Where will we sell it?
Promotion - How will we tell consumer it exists?

Question 10

Where does advertising appear? (examples)

Answer 10

Media - Newspapers, magazines, TV + cinema.
Outdoors - Billboards, transport + signs.
Direct Mail - Leaflets, fliers + vouchers.
Sponsorship - Events (Sport, entertainment + charity)

Question 11

What is the main purpose of advertising?

Answer 11

Develop increased levels of recognition and awareness among consumers.

Question 12

What are some selling techniques?

Answer 12

Packaging, beacon colours, loss leaders, own brands, price checking, financial incentives, pester power + store layout.

Question 13

Talk about packaging as a selling technique.

Answer 13

Bright, colourful, glossy packaging creates a perception of quality + increases likelihood of purchase.

Question 14

Talk about loss leaders as a selling technique.

Answer 14

Stores sell product at special offer price so low that it causes the store to lose money. Encourages consumer into store where buy other products to offset loss.

Question 15

Talk about own brands as a selling technique.

Answer 15

Stores offer own brands as cheaper alternatives to branded products.

Question 16

Talk about price checking as a selling technique.

Answer 16

Shops highlight products they offer at lower prices than other stores to show they give better value for money.

Question 17

Talk about beacon colours as a selling technique.

Answer 17

Stores use bright colours (red and yellow) to highlight special offers.

Question 18

Talk about pester power as a selling technique.

Answer 18

Products marketed specially for kids, often with endorsements from TV characters.

Question 19

Talk about store layout as a selling technique.

Answer 19

At entrance, clear space + warm air - welcoming
Put best offers to right of door + also magazines (75% consumers look right first when enter store)
Fruit + veg - near front as fresh is attractive
People look left to right on shelf so more expensive items on right.
Cheapest on high or low shelf as most expensive eye level buy level.
Pester power items on low shelves.
Gondola ends - trolleys slow down
Aisles group themed items together
Bread + milk essential so at back of store.
Alcohol at end of trip
Checkouts house impulse purchases.

Question 20

Give examples of financial incentives as selling techniques.

Answer 20

Price promotions, cross-brand promotions, money-off vouchers, loyalty cards + gift with purchase.

Question 21

Talk about price promotions as a selling technique.

Answer 21

Discounted product - BOGOF or 30% extra free.

Question 22

Talk about cross-brand promotions as a selling technique.

Answer 22

Different brands sold together as part of special offer. Buy product + sample another free.

Question 23

Talk about money-off vouchers as a selling technique.

Answer 23

Offer current or future discount to consumer. Can be on pack to encourage repeat purchase, in direct mail or newspaper advertisements.

Question 24

Talk about loyalty cards as a selling technique.

Answer 24

Offered by some shops + allow consumers to collect points which get money-off vouchers or choice of gift.

Question 25

Talk about gift with purchase as a selling technique.

Answer 25

e.g. spend £25 on groceries + get free set of BBQ utensils. Often used with luxury goods to enhance quality of purchase.

Question 26

What are financial incentives?

Answer 26

Promotions offered to help consumers save money.

Question 27

What factors affect people’s choices + how they manage their resources?

Answer 27

Commitments (kids), economic climate, time, stress, travel, leisure + work.