Consumer Analysis and Marketing Strategy

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Chapter 19 Consumer Analysis and Marketing
Strategy
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19.1 A Model of Store Atmosphere Effects
Emotional States Pleasure Arousal Dominance
Approach or avoidance response
Environmental Stimuli
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19.2 Examples of Retail Store Tactics used to
Influence Consumer Behavior
Retail Design Element
Specific Example
Intermediate Behavior
Desired Behavior
Store layout Purchase locations
In-store mobility
End of escalator, end of aisle displays
Purchase possible from home, store
location In-store product directories, info.
booths
Give visual contact to customer Product or store
contact Give visual contact to customer
Product purchase Product purchase
Product purchase
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19.3 Grid Store Layout
Frozen goods
Receiving and Storage
Bread
Paper products
Condiments
Fruits
Books and magazines
Checkouts
Vegetables
Customer services
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19.4 Free-form Store Layout
Storage, receiving, marking
Dressing Rooms
Underwear
Access-ories
Checkout counter
Tops
Jeans Casual Wear Stockings
Skirts and dresses
Tops
Pants
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19.5 Grid vs. Free-form Layouts
Disadvantages
Advantages
Grid Low cost Customer
familiarity Merchandise exposure Ease of
cleaning Free-form Allows for browsing
Increased impulse purchases Visual appeal
Flexibility
Grid Plain and uninteresting
Limited browsing Stimulates rushed shopping
Limited creativity in decor
Free-form Loitering encouraged Possible
confusion Waste of floor space
Difficulty of cleaning
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19.6 Purchases from Non-store models
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19.7 Channel Design Criteria
Commodity
Characteristics of intermediaries
Conditions
Consumers
Control
Competition
Competence
Costs
Coverage