1. Purchase

2. 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)

3. 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

4. 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

5. 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

6. 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.

7. 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

8. 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

9. 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