In this topic we will cover the following aspects: Retail outlet selection, influence of consumer characteristics, in-store influences and brand choice, and how these influences relate to marketing strategy selection. The changes due to Internet retailing will also be discussed. | Chapter 6 Outlet Selection and Purchase Factors that affect retail outlet selection Why consumer characteristics can also affect outlet selection In-store influences that can affect brand choice Why marketers need to consider these influences How the retail environment is changing to respond to the online challenge 6– In this topic we will cover the following aspects: Retail outlet selection, influence of consumer characteristics, in-store influences and brand choice, and how these influences relate to marketing strategy selection. The changes due to Internet retailing will also be discussed. Consumer Outlet Selection and Purchase Where will consumers shop? How do they choose a retail outlet? consumer characteristics store characteristics In-store decision alterations The purchase process Alternative to store selection Implications for strategy 6– Most consumer products are acquired through some form of retail outlet. Consumers must select outlets as well as products. There are three general ways these decisions can be made: simultaneously; item first, outlet second; or outlet first, item second. Both the manufacturer and the retailer must be aware of the decision sequence used by their target market, as this will have a major impact on their marketing strategy. (See page 149.) Outlet Choice vs Product Choice 1. Brand (or item) first, outlet second 2. Outlet first, brand second 3. Brand and outlet simultaneously 6– The sequence provides a basis for selecting the marketing strategy. See page 149 for discussion. Marketing Strategy Based on the Consumer Decision Sequence See pages 149 and 150. Use of Advertising to Create Brand Demand and Direct Consumers to Outlets See pages 149–150. The Retail Scene In stores Other outlets, non-store outlets markets, direct sales, etc. Internet sales 6– See page 150. Internet Retailing See pages 151–152 for details. Reasons for not Purchasing on the Internet See page 154 for details. Characteristics of Online . | Chapter 6 Outlet Selection and Purchase Factors that affect retail outlet selection Why consumer characteristics can also affect outlet selection In-store influences that can affect brand choice Why marketers need to consider these influences How the retail environment is changing to respond to the online challenge 6– In this topic we will cover the following aspects: Retail outlet selection, influence of consumer characteristics, in-store influences and brand choice, and how these influences relate to marketing strategy selection. The changes due to Internet retailing will also be discussed. Consumer Outlet Selection and Purchase Where will consumers shop? How do they choose a retail outlet? consumer characteristics store characteristics In-store decision alterations The purchase process Alternative to store selection Implications for strategy 6– Most consumer products are acquired through some form of retail outlet. Consumers must select outlets as well as products. There
