ConsumerBehaviorPurchas幻灯片.pptVIP

The Changing Retail Landscape Purchase Behavior and E-Commerce The technology of websites determines what can be offered to consumers, but only consumers determine which technologies are accepted Today, more people use the Internet for search and pre-purchase evaluation than purchase Consumer Resources: What People Spend When They Purchase Money Time Attention Concept of Time Budgets People have “unlimited” money budgets: have potential to earn as much money as they want People have limited time budgets: maximum of 24 hours per day How consumers allocate their time depends on their timestyles Nature and Quality of Assortment Nature and Quality of Assortment Assortment breadth: how vast or wide the variety of products sold (mass retailers) Assortment depth: how deep the categories of product sold (specialty store) Category killers: specialize in one category of merchandise and provide a dominant assortment of products (Home Depot, Toys ’R Us) Price Price as a determinant of store patronage varies by type of product Importance of price depends on the nature of the buyer The consumer’s perception of price is usually more important than the actual price Consumers ultimately rely on their overall image of a retailer to filter the effects of price advertising Price Effects of price promotions on: - Building store patronage - Demand for different brands - Short-term buying behavior - Long-term buying behavior Advertising and Promotion Image advertising: Visual components and words that help consumers form an expectation about their experience in the store and about what kinds of consumers will be satisfied with the store’s experience Image Advertising Advertising and Promotion Information advertising: Details provided about products, prices, hours of operation, locations, and other attributes that might influence purchase decisions Salespeople are important when choosing a store or shopping center Sales Personnel Salespeople are important when choosing a s