1. Outlet Selection and Purchase
CHAPTER SEVENTEEN
Outlet Selection
and
Purchase
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Dimensions and Components of Store Image
17-1
Dimension Components(s)
Merchandise Quality, selection, style, and price
Service Layaway plan, sales personnel, easy return, credit, and delivery
Clientele Customers
Physical facilities Cleanliness, store layout, shopping ease, and attractiveness
Convenience Location and parking
Promotion Advertising
Store atmosphere Congeniality, fun, excitement, comfort
Institutional Store reputation
Post-transaction Satisfaction
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Expenditures of Individuals Drawn to a Store by an Advertised Item
17-2
Purchased the advertised item and one or more additional items
Purchased only the advertised item
Did not purchase the advertised item but purchased one or more other items
Did not purchase anything
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

4. The Economic and Social Risk of Various Types of Products
17-3
Economic Risk
Social
Risk Low High
Low Wine (home use) Personal computer
Socks Auto repair
Kitchen supplies Clothes washer
Pens/pencils Insurance
Gasoline Doctor/lawyer
High Fashion accessories Business suits
Hairstyles Living room furniture
Gifts (inexpensive) Automobile
Wine (entertaining) Snow board
Deodorant Ski suit
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

5. In-Store Influences that Impact Alternative Evaluation and Purchase
17-4
Alternative evaluation
Price reductions
Sales personnel
Stockouts
Displays
Store layout
Modify intended purchase behavior
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

6. Supermarket Decisions: Two-thirds Are Made In-Store
17-5
Specifically planned
Generally
planned
Substitute
Unplanned
Type of store decision (percent)
Source: The 1995 POPAI Consumer Buying Habits Study, (Englewood, N.J.: Point-of-Purchase Advertising Institute, 1995), p.18.

7. In-Store Shopper Purchase Behavior
17-6
Specifically Generally In-store Product Planned Planned + Substituted + Unplanned = Decisions
Total study average* 30 % 6 % 4 % 60 % 70 % Hair care* Magazines/newspapers* Oral hygiene products* Automobile oil* — — Tobacco products* — Coffee First aid products — Cereal* Soft drinks* Alcoholic beverage mixers* Fresh fruits, vegetables* Cold remedies** Toothpaste/toothbrushes** Antacids/laxatives** Facial cosmetics** Sources: *1995 POPAI Consumer Buying Habits Study (Englewood, N.J.: Point-of-Purchase Advertising Institute, 1995);
**1992 POPAI/Horner Canadian Drug Store Study (Englewood, N.J.: Point-of-Purchase Advertising Institute, 1992)

8. The Sales Impact of Point-of-Purchase Displays
17-7
Percent Increase 700%
Source: POPAI/KMart/Procter & Gamble Study of P-O-P Effectiveness in Mass Merchandising Stores, (Englewood, N.J.: Point-of-Purchase Advertising Institute, 1993).

9. The Effect of P-O-P Display Location on Sales of Listerine Mouthwash
17-8
+162%
Percent
120
100 80 60 40 20
+141%
Average unit sales per store
+11%
Regular price
on shelf
Feature price/display
Shelf Rear Front
Endcap Endcap
Source: POPAI/Warner-Lambert Canada P-O-P Effectiveness Study (Englewood Cliffs ,N.J.: Point-of-Purchase Advertising Institute, 1992).

10. Impact of Display and Advertising on Peanut Butter Sales (percent sales gain)
17-9
734
Percent
Source: “Display Effectiveness: An Evaluation, Part II,” The Nielsen Researcher, 1983, p. 7.

11. Impact of Advertising and Point-of-Purchase Displays on Sales of Juice and Cereal (percent sales gain)
17-10
Purchases per 100 shoppers
Source: 1987 POPAI Consumer Buying Habits Study (Englewood, N.J.: Point-of-Purchase advertising Institute, 1987).

12. Store Atmosphere and Shopper Behavior
17-11
Store Atmosphere Individual Characteristics Response
Ambient Conditions
Temperature • Air quality • Noise • Music • Odor
Physical Conditions
Layout • Equipment • Colors • Furnishings • Space
Social Conditions
Customer characteristics • Number of customers • Sales force characteristics
Symbols
Signs • P-O-P displays • Decor style
Sales Personnel
Career objectives • Training • Personal situation • Social class • Stage in HLC
Consumers
Lifestyle • Shopping orientation • Stage in HLC • Situation
Enjoyment • Time in store • Items examined • Information acquired • Purchases • Satisfaction
Mood • Effort • Commitment • Attitude • Knowledge • Skill
Source: Adapted from M. J. Bitner, “Servicescapes,” Journal of Marketing, April 1, 1992, pp

13. Impact of a Stockout Situation
17-12
I. Purchase behavior
A. Purchase a substitute brand or product at the original store. The substitute brand/product may or may not replace the regular brand in future purchases.
B. Delay the purchase until the brand is available at the original store.
C. Forego the purchase entirely.
D. Purchase the desired brand at a second store. All of the items initially desired may be purchased at the second store or only the stockout items. The second store may or may not replace the original store on future shopping trips.
II. Verbal behavior
A. The consumer may make negative comments to peers about the original store.
B. The consumer may make positive comments to peers about the substitute store.
C. The consumer may make positive comments to peers about the substitute brand/product.
III. Attitude shifts
A. The consumer may develop a less favorable attitude toward the original store.
B. The consumer may develop a more favorable attitude toward the substitute store.
C. The consumer may develop a more favorable attitude toward the substitute brand/product.
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.