Outlet Selection and Product Purchase Pertemuan 09 Matakuliah: O0362 – Perilaku Konsumen Tahun: Genap 2009/2010

Bina Nusantara THREE BASIC SQUENCES A CONSUMER CAN FOLLOW WHEN MAKING A PURCHASE DISCUSION Brand or item first, outlet second Outlet first, brand second Brand and outlet simultaneously

Bina Nusantara THE NATURE OF OUTLET SELECTION Content: Describe the evaluate criteria that consumers frequently use when choosing retails outlets, the consumer charasteristics that influence the criteria use The in-store charasteristics that affect the amounts and brands purchased

Bina Nusantara ATTRIBUTES AFFECTING RETAIL OUTLET SELECTION Outlet image  a given consumers or target market perceptions off all the attributes associated with a retail outlet is generally referred to as the outlet images Retail advertising  retailers use advetising to cmmunicate their attributes to consumer

Bina Nusantara PRICE ADVERTISING DECISIONS How large a price discounts should be used? Should comparasion or reference price be used? What verbal statements should accompany the price information?

Bina Nusantara CONSUMER CHARASTERISSTIC AND OUTLET CHOICE Perceived Risk  the purchase of any products iinvolves a certain amount of risk which may include financial performance, psychological or social consequences Risk : Financial Risk vs Social Risk The perception of the risk differs among the consumers

Bina Nusantara SHOPPING ORIENTATION Mean : An individual shopping style that puts particular emphasis on certaiin activities It’s closely realted to gneral lifestyle and are subject to similar influences Shopping orientation influences both the specific retail outlet selected and the general type of outlet

Bina Nusantara THE NATURE OF UNPLANNED PURCHASES Specifically planned decision General planned decision Subtitute decision Unplanned decision In Store decision

Bina Nusantara POP : POINT OF PURCHASE DISPLAY Are commonin the retailing of many products and the impact of that displays have on brand sales is often enermous

Bina Nusantara PRICE REDUCTION AND PROMOTIONAL DEALS Are almost always accompained by the use some point of purchase materials.

Bina Nusantara SALES INCREASE IN RESPONSE TO PRICE REDUCTION: Current brand users may buy aheaqd of their anticipated needs “Stockpling” Users of competing brands may switch to the reduced price brand Non product category may buy the brand Consumer who do not normally shopm at the store may come to the store to buy

Bina Nusantara Store layout  for ex : the location, it is an important to the customer Store atmosphere  the store atmosphere or internal environment affects to shoppers mood and willinginess to visit and linger

Bina Nusantara SALES PERSONALS : The effective of the sales effort is influenced by the interactions of: – The salespersons resources – The nature f the customers buying task – The customer – salsesperson relationship