Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Outlet Selection and Product Purchase
Pertemuan 07
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
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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
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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
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PRICE ADVERTISING DECSIOONS
• How large a price discounts should be used?
• Should comparasion or reference price be used?
• What verbal statements should accompany the price
information?
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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
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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
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THE NATURE OF UNPLANNED PURCHASES
•
•
•
•
•
Specifically planned decision
General planned decision
Subtitute decision
Unplanned decision
In Store decision
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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
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PRICE REDUCTION AND PROMOTIONAL DEALS
• Are almost always accompained by the use
some point of purchase materials.
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SALES INCREASE IN RESPONSE TO PRICE REDUCTION:
•
•
•
•
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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
• 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
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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
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