1. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–16–1 Chapter 6 Outlet Selection and Purchase Factors that affect retail outlet selection Why consumer characteristics can also affect outlet selection In-store influences that can affect brand choice Why marketers need to consider these influences How the retail environment is changing to respond to the online challenge

2. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–26–2 Consumer Outlet Selection and Purchase Where will consumers shop? How do they choose a retail outlet? – consumer characteristics – store characteristics In-store decision alterations The purchase process Alternative to store selection Implications for strategy

3. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–36–3 Outlet Choice vs Product Choice 1. Brand (or item) first, outlet second 2. Outlet first, brand second 3. Brand and outlet simultaneously

4. 6–46–4 Marketing Strategy Based on the Consumer Decision Sequence

5. 6–56–5 Use of Advertising to Create Brand Demand and Direct Consumers to Outlets

6. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–66–6 The Retail Scene In stores Other outlets, non-store outlets – markets, direct sales, etc. – Internet sales

7. 6–76–7 Internet Retailing

8. 6–86–8 Reasons for not Purchasing on the Internet

9. 6–96–9 Characteristics of Online Consumers

10. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–10 Online Shopping Increasing number of consumers preferring to shop online Females now using the Internet Image of the outlet: – Web page design – Convenience – Security – Pricing

11. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–11 Attributes Affecting Retail Outlet Selection Outlet image A consumer’s or a target market’s perception of all the attributes associated with a retail outlet

12. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–12 Dimensions and Components of Store Image Dimension  Merchandise  Service  Clientele  Physical features  Convenience  Promotion  Store atmosphere  Institutional  Post-transaction Component(s)  Quality, selection, price, style  Sales assist., return, credit  Customers  Clean, layout, etc.  Location, parking  Advertising  Fun, excitement, comfort  Store reputation  Satisfaction

13. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–13 Attributes Affecting Retail Outlet Selection Store image Retail advertising Price advertising – Size of discount – Reference/comparison may be used – Words accompanying the price information Outlet location and size

14. 6–14 Expenditure of Individuals Drawn to a Store by an Advertised Item

15. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–15 Outlet Location and Size: Retail Attraction Model MS i = market share of store i S i = size of store i (or mall) T i = travel time to i  = attraction factor for a particular product category = MS i S i / T i n  i  S i / T i

16. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–16 Consumer Characteristics and Outlet Choice Shopping orientation Perceived risk – Financial risk – Social risk

17. 6–17 Financial and Social Risks for Various Types of Products

18. 6–18 In-Store Influences that Impact on Evaluation of Alternatives, and Purchase

19. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–19 In-store Influences that Alter Brand Choices The nature of unplanned purchases – Reminder purchases or – Impulse purchases

20. 6–20 In-Store Buying Habits

21. 6–21 Shopper Purchase Behaviour Insert table 6.8

22. 6–22 Shopper Behaviour in Response to Frequent Stockouts

23. 6–23 Impact of Stockout Situation

24. 6–24 Store Atmosphere and Shopper Behaviour

25. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–25 Next Lecture… Chapter 7: Postpurchase Processes, Customer Satisfaction and Consumer Loyalty