1. Buying Behavior RETAIL AUDIT Ines Hackbarth, Michael Stach, Galina Vasilyeva Jan. 6th, 2014

2. Hypothesis H14 Demographics affect planned expenditure level. Income: High income - higher planned expenditures Gender: Females – higher planned expenditure Education: High educated mall visitors – lower expenditures Picture source: http://static6.depositphotos.com http://static6.depositphotos.com Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 4

3. Gender, income and planned expenditures Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 5

4. Store type: Textile, food, furniture etc. Time/Day: Friday, November 29th, 2 pm Size: 100 m² Target group : Middle aged, middle income Salespeople: A couple per store Special promotion: Christmas, discounts Pathway: Cluttered Keeping customer in store: Confusing structure Consultants‘ opinion: Layout Interior design Store front Picture source: / www.strauss-innovation.de www.strauss-innovation.de Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 6

5. Store type: Furniture Time/Day: Wednesday, November 27th, 5 pm Size: 40.000 m² Target group : Age 50+, both gender, high income Salespeople: Oversaturated, active approach Special promotion: Christmas, car raffle, sales Pathway: Wide; furniture settings Keeping customer in store: Restaurants, play area Consultants‘ opinion: Sensory experience Store interior Picture source: / www.moebel-kraft.de/standorte/berlin www.moebel-kraft.de/standorte/berlin Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 7

6. Store type: Furniture Time/Day: Wednesday, Nov. 27th, 6 pm Size 30.000 m² Target group : Young families, students, price sensitive customers, both genders Salespeople: Don‘t approach actively Special promotion: Loyalty program „IKEA family“ Pathway: Fixed pathway throughout the store Keeping customer in store: Food area, swedish supermarket Consultants‘ opinion: Sensory experience Layout Store interior Picture source:: www.tech-lounge.dewww.tech-lounge.de Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 8

7. Store type: Book Time/Day: Thursday, Nov. 27th, 2 pm Size: 250 m² Target group : All ages, more female than male, low-middle income Salespeople: Don‘t approach actively Special promotion: Christmas, Ebook Reader, Bestseller Pathway: No fixed pathway Keeping customer in store: Tables with different merchandise, gift ideas Consultants‘ opinion: Layout Sensory experience Store‘s interior Picture source:: /www.douglas-holding.de/www.douglas-holding.de Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 9

8. Store type: Electronic store Time/Day: Thursday, Nov. 28th, 4 pm Size: 2.000m² Target group : Tech-savvy consumers; mostly male Salespeople: Approach customer; attentive and patient Special promotion: PS4 promotion, special product stands, 0 % interest for payment by installments Pathway: Entertainment products at the end of the store Keeping customer in store: „Rummage tables“ with DVDs, CDs Consultants‘ opinion: Sensory experience Store‘s interior Layout Picture source: www.kreisbote.dewww.kreisbote.de Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 10

9. A young couple 28 years Allied Low-middle income „As we are getting a baby soon, we moved to a new appartment and need to buy new furniture like a TV shelf.“ Customer Profile Who?Age Relationship State IncomeMission Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 11

10. Key Attributes End Means Attribute Functional Consequence Terminal Value Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 12

11. Customer Profile Who?Age Relationship State IncomeMission Business man 55 years Recently divorced High income „As I just divorced, I have to move to my new appartment ASAP and thus need a new sofa for my living room.“ Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 13

12. Key Attributes End Means Attribute Functional Consequence Terminal Value Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 14

13. Hypothesis based on Database 1. Competers are more likely using less appropriated tactics in negotiations whereas avoiders are unlikely to use those. 2. The more frequently positive negotiation behaviors are shown, the better the negotiation outcome. 3. Age affects negotiation style. Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II 15

14. Thank you for your attention