2 The World of Retailing Introduction to the World of Retailing Types of RetailersMultichannel RetailingCustomer Buying Behavior
3 QuestionsHow do customers decide which retailer to go to and what merchandise to buy?What social and personal factors affect customer purchase decisions?How can retailers get customers to visit their stores more frequently, and buy more merchandise during each visit?Why and how do retailers group customers into market segments?
5 Illustration (Continued) Eva surfs the Internet for tips on dressing for interviews (http://www.collegegrad.com and and looks through catalogs to see which styles are offered. However, she decides to go to retail store to try things on, and to have the suit in time for her first interview next week.She usually shops at Abercrombie & Fitch and American Eagle Outfitter, but neither sells business suits. Before going to the mall, she goes to a site that enables her to examine and compare the suits currently available at the mall.Armed with a list of possibilities, she goes directly to the stores that she reviewed on
8 Illustration (Continued) Eva is happy with the aesthetics of the suit: its color, fit, fabric, and length. Although, she is about the costs of dry cleaning, and she realizes she’s spending more money than she had planned.Then Eva decides to buy it after another customer in the store tells her she appears very professional in the suitAs the salesperson walks with Eva to the cash register, they pass a display of scarves. The salesperson stops, picks up a scarf, and demonstrates to her how well the scarf complements the suit. As a result, Eva also decides to buy the scarf.
10 Types of NeedsUtilitarian Needs –satisfied when purchases accomplish a specific task. Shopping needs to be easy, and effortless like Sam’s or a grocery store.Hedonic needs – satisfied when purchases accomplish a need for entertainment, emotional, and recreational experience as in department stores or specialty stores.
11 Hedonic Needs that Retailers can Satisfy StimulationEx: Background music, visual displays, scentsSatisfy need for power and statusEx: Canyon Ranch – upscale health resortsAdventureTreasure hunting for bargains
12 Conflicting NeedsEx: Eva’s hedonic needs (wearing a DKNY suit to enhance self-image) conflict with her budget, and her utilitarian need to get a job.Customers make trade-offs between their conflicting needsCross-shopping
13 Information SearchAmount of Information Search Depends on the value from searching versus the cost of searchingFactors Affecting Amount of Information SearchProduct CharacteristicsComplexityCostCustomer CharacteristicsPast experiencePerceived riskTime pressureMarket CharacteristicsNumber of alternative brands
15 How Can Retailers Limit the Information Search? Information from sales associatesProvide an assortment of servicesProvide good assortmentsEveryday low pricingCreditRoyalty-Free/CORBIS
16 Internet, Information Search, and Price Competition Profound impact on consumers’ ability to gather external informationNumber of stores visited is no longer limited by physical distanceInformation about the quality and performance at a low search costRetailers using an Internet channel can differentiate their offerings by providing better services and information
17 Evaluation of Alternatives Multiattribute attitude model:Customers see a retailer, product, or service as a collection of attributes or characteristicsPredict a customer’s evaluation of a retailer, product, or service based onIts performance on relevant attributesthe importance of those attributes to the customer
20 Information Needed to Use Multi-Attribute Model Alternative Consumer ConsideringCharacteristic/Benefits Sought in Making Store and Merchandise ChoicesRatings of Alternative Performance on CriteriaImportance of Criteria to Consumer
21 Getting into the Consideration Set Consideration set: the set of alternatives the customer evaluates when making a selectionRetailers develop programs influencing top-of-mind awarenessGet exposure on search engines like GoogleTry to be the top of the pageMore stores in the same area (e.g., Starbucks)
22 Methods for increasing the chance of store visit after getting into the consideration set Increase Performance Beliefs of Your StoreDecrease Performance Beliefs About CompetitorIncrease Importance Weight of Attributes on which You Have an AdvantageAdd a New Benefit on which You Excel
23 Purchasing Merchandise or Services Customers do not always purchase a brand with the highest overall evaluation.The high-rated item may not be available in the store.How can a retailer increase the chances that customers will convert their merchandise evaluations into purchases?The McGraw-Hill Companies, Inc./Jill Braaten, photographer
24 Postpurchase Evaluation SatisfactionA post-consumption evaluation of how well a store or product meets or exceeds customer expectationsBecomes part of the customer’s internal information that affects future store and product decisionsBuilds store and brand loyalty
25 Types of Buying Decisions Extended Problem SolvingHigh financial or Social RiskLimited Problem SolvingSome Prior Buying ExperienceHabitual Decision MakingStore Brand, Loyalty
26 Extended Problem Solving Consumers devote time and effort analyzing alternativesFinancial risks – purchasing expensive products or servicesPhysical risks – purchases that will affect consumer’s health and safetySocial risks – consumers will believe product will affect how others view them
28 Limited Problem Solving Purchase decisions process involving moderateamount of effort and timeCustomers engage in this when they have had prior experience with products or servicesCustomers rely more upon personal knowledgeMajority of customer decisions involve limited problem solving(c) Brand X Pictures/PunchStock
29 Make Sure Customer is Satisfied What do Retailers Need to do for Customers Engaged in Limited Problem Solving?It depends…If the Customer Is Coming to You, Provide a Positive Experience and Create LoyaltyMake Sure Customer is SatisfiedProvide Good Service, Assortments, valueOffer Rewards to Convert to Loyal CustomerIf the Customer Goes to Your Competitor’s Store, Change BehaviorOffer More Convenient Locations, Better Service and Assortments
30 Encouraging Impulse Buying Impulse buying: one common type of limited problem solvingInfluence by using prominent point-of- purchase (POP) or point-of-sale (POS)Have Salespeople Suggest Add-onsHave Complementary Merchandise Displayed Near Product of InterestUse Signage in Aisle or Special DisplaysPut Merchandise Where Customers Are WaitingPhotoLink/Getty Images
31 Habitual Problem Solving Purchase decision process involving little or no conscious effortFor purchases that aren’t important to the consumerFor merchandise consumers have purchased in the pastFor consumers loyal to brands or a store
32 Customer Loyalty Brand Loyalty Committed to a Specific Brand Reluctant to Switch to a Different BrandMay Switch Retailers to Buy BrandStore LoyaltyCommitted to a Specific RetailerReluctant to Switch Retailers
33 If the customer habitually comes to you, reinforce behavior What do Retailers Need to do for Customers Engage in Habitual Decision MakingIt depends…If the customer habitually comes to you, reinforce behaviorMake sure merchandise in stockProvide good serviceOffer rewards to loyal customerIf the customer goes to your competitor’s store, break the habitOffer special promotions
34 Social Factors Influencing the Buying Decision Process
35 Family Influences Buying Decisions Purchases are for entire family to useWhole family participates in decision making processRetailers work to satisfy needs of all family membersKids in the U.S. spend over $200 billion on personal items. They directly influence the purchase of another $300 billion worth of items such as food and clothing.
36 Reference GroupsA reference group is one or more people whom a person uses as a basis of comparison for beliefs, feelings and behaviors.Reference groups affect buying decisions by:Offering informationProviding rewards for specific purchasing behaviorsEnhancing a consumer’s self-image(c) image100/PunchStock
37 Reference Groups Eva…. looks to Store advocates: Soccer player Mia Hamm and tennis player Maria Sharapova for the selection of athletic wearJessica Simpson for casual fashion adviceStore advocates:Customers that like a store so much that they actively share their positive experiences with friends and familyVictoria SecretAlpha Moms
38 CultureCulture is the meaning, beliefs, morals and values shared by most members of a societyWestern culture: individualismEastern culture: collectivismSubcultures are distinctive groups of people within a culture
39 Criteria for Evaluating Market Segments ActionableRetailer should know what to do to satisfy needs for the customers are in the segmentIdentifiableRetailer is able to determine which customers are in the segment
40 Criteria for Evaluating Market Segments SubstantialMarket segment must be larger enough or its buying power significant to generate sufficient profitsReachableRetailer can target promotions and other elements of the retail mix to customers in the segment
42 Approaches for Segmenting Markets Geographic segmentation groups customers according to where they live.Demographic segmentation groups consumers on the basis of easily measured, objective characteristics such as age, gender, income, and education.
43 Approaches for Segmenting Markets Geodemographic segmentation uses both geographic and demographic characteristics to classify consumers.Lifestyle, or psychographics , refers to how people live, how they spend their time and money, what activities they pursue, and their attitudes and opinions about the world in which they live.
44 Approaches for Segmenting Markets Buying situations can influence customers with the same demographics or lifestyle.Benefit segmentation groups customers seeking similar benefits.
45 Keywordscomplexity The ease with which consumers can understand and use a new fashion.cross-shopping A pattern of buying both premium and low-priced merchandise or patronizing expensive, status-oriented retailers and price-oriented retailers.everyday low pricing (EDLP) A pricing strategy that stresses continuity of retail prices at a level somewhere between the regular nonsale price and the deep-discount sale price of the retailer’s competitors.impulse buying A buying decision made by customers on the spot after seeing the merchandise.information search The stage in the buying process in which a customer seeks additional information to satisfy a need.lifestyle Refers to how people live, how they spend their time and money, what activities they pursue, and their attitudes and opinions about the world they live in.multiattribute attitude model A model of customer decision making based on the notion that customers see a retailer or a product as a collection of attributes or characteristics. The model can also be used for evaluating a retailer, product, or vendor. The model uses a weighted average score based on the importance of various issues and performance on those issues.postpurchase evaluation The evaluation of merchandise or services after the customer has purchased and consumed them.satisfaction A post-consumption evaluation of the degree to which a store or product meets or exceeds customer expectations.store advocates Customers who like a store so much that they actively share their positive experiences with friends and family.