MARK2051 Chapter Notes - Chapter 6: Financial Risk, Servicescape, Impulse Purchase
Document Summary
Selection of brand first or outlet first depends on product. Consumer characteristics & outlet choice: shopping orientation. Shopping orientation: particular approach & pattern of external information search & outlet selection formed by an individual consumer; individual"s shopping style. May be influenced by: time availability, enjoyment. In-store decision: incorporate generally planned, substitute and unplanned decisions. Unplanned purchase: purchase that customer didn"t intend to make prior to entering point of purchase. Implies lack of rationality/alternative evaluation (not necessarily true e. g. buy brand on special: reminder purchase: purchase made as result of consumer seeing product, which acts as reminder that he/she needs it. Impulse purchase: purchase made with little/non deliberation as result of seeing a product & having sudden, powerful urge to have it: marketers don"t only strive to be in evoked set, but must also try and influence pop decisions. Sale increases in response to price reductions attributed to 4 sources: Users of competing brands may switch to reduced-price brand.
