CHAPTER SEVENTEEN

Outlet Selection and Purchase

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
2 Outlet Selection and Purchase

• Decision Sequence
• Outlet First, Brand Second
• Brand First, Outlet Second
• Simultaneous
• Influences on store evaluative criteria
• List and rank evaluative criteria (characteristics) when
shopping for:
– major grocery shopping trip
– buying a quart of milk in a hurry
– buying a suit
– buying a watch
– buying a newspaper

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3 Marketing Strategy Based
on Decision Sequence

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4 So what about the Internet?

• Break up into groups of three to four people

• Creatively discuss the Internet as an Outlet
• Develop a conceptual theory as to why
consumers are drawn to the Internet
• Discuss reasons why consumers are
apprehensive toward using the Internet

• Record your ideas in a form that is presentable

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5 The Internet: Online Sales by Categories

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6 Class Discussion
• How would you measure the image
of a retail outlet?

• Does the image of a retail outlet

affect the image of the brands it
carries? Do the brands carried
affect the image of the retail outlet?

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7 Figure 17-2

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8 Table 17-2

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9 In-Store Influences that Impact
Alternative Evaluation and Purchase

Displays

Price
reductions

Modify
Store Alternative intended
Atmosphere evaluation purchase
behavior

Stockouts

Sales
personnel

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10 Supermarket Decisions

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11 In-Store Purchase Behavior

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12 Sales Impact of Point-of-Purchase Displays

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13 The Effect of P-O-P Display Location on
Sales of Listerine Mouthwash

+162%
Percent +141%
120

Average unit sales per store 100

80

60 +11%

40
Regular price
on shelf
20
Feature price/display

0
Shelf Rear Front
Endcap Endcap
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14 Consumer Insight 17-1
• Is it ethical for retailers to set prices with
99 rightmost digits knowing that
consumers will interpret the price to be
lower than it is?
• Why don’t consumers simply round up
to the next larger number? Wouldn’t it be
easier to think of $9.99 as $10.00 rather
than as $9.90 or even $9.00?

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15 Store Atmosphere

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16 Impact of a Stockout Situation

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