Purchase

Types of purchase situations Fully planned purchase (both the product and brand are chosen in advance) Partially planned purchase (intent to buy the product exists but brand choice is deferred until shopping) Unplanned purchase (both the product and brand are chose at point of sale)

Retailing and the purchase process Why do people shop: “to acquire something” If people shop for following reasons, they are more likely to enjoy shopping than consumers who just buy products. Personal Motives Social Motives Role playing Diversion Self gratification Learning about new trends Physical activity Sensory stimulation Social experience outside the home Communication with others who have similar interests. Peer group attraction Status and authority Pleasure of bargaining

Purchase process Individual Characteristics Purchase Characteristics Lifestyle Economic Variables Views of shopping situation Purchase Characteristics Type of product Timing variables Price/ Quality situation Evaluation Criteria Location (distance) Assortment breadth and depth Price Advertising & promotion POP displays Store Personnel Services Customer Characteristics Store Atmosphere Evaluating types of retailer Evaluating retail competitors Store Choice Purchase Outcome

Determinants of Retailer success or failure Location Nature and quality of assortment Price Advertising and promotion for positioning of the retail brand Sales personnel Services offered Physical store attributes Store Clientele

Point of purchase materials POP displays and signs can increase the odds of capturing consumer’s attention and there by stimulate purchase and increase sales. E-theatre: Malls use live performances during holidays to attract customers d-POP: Digital POP consists of digital flat panel displays, which communicate through moving text, images and videos Computer Enhanced Merchandising: e.g use of computers for different interior combinations. Digital Self Service: Facility of self checkouts without any cashiers etc.

Customer Logistics Consumer logistics is the speed and ease with which consumers move through the retail and shopping process, from the time they begin the shopping process to the time they take products home. It include: Preparation to shop Arriving at the store Entering the store Movement through the store Check out Travel home and home warehousing Inventory stock outs

Location based retailing Value oriented retailers: Value retailers offer consumers lower prices than other forms of retailing because of large economies of scale generated by their high sales volume. The shopping mall

Strategies used to reach consumers somewhere other than a store. Direct Marketing Strategies used to reach consumers somewhere other than a store. Direct Selling (Face to face interaction) Direct mail ads Direct mail catalogs Telemarketing Direct response ads Interactive electronic media