1. Outlet Selection and Product Purchase Pertemuan 07
Matakuliah : J0384 – Perilaku Konsumen
Tahun : Ganjil 2007/2008
Outlet Selection and Product Purchase Pertemuan 07

2. Brand or item first, outlet second Outlet first, brand second
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
Bina Nusantara

3. 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
Bina Nusantara

4. 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
Bina Nusantara

5. 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?
Bina Nusantara

6. 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
Bina Nusantara

7. 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
Bina Nusantara

8. THE NATURE OF UNPLANNED PURCHASES
Specifically planned decision
General planned decision
Subtitute decision
Unplanned decision
In Store decision
Bina Nusantara

9. 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
Bina Nusantara

10. PRICE REDUCTION AND PROMOTIONAL DEALS
Are almost always accompained by the use some point of purchase materials.
Bina Nusantara

11. SALES INCREASE IN RESPONSE TO PRICE REDUCTION:
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
Bina Nusantara

12. 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
Bina Nusantara

13. 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
Bina Nusantara