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Consumer Behavior > Lesson 4 Videos > Flashcards

Lesson 4 Videos Flashcards

1
Q

Fully Planned Purchase

A

both the product and brand are chosen in advance.

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2
Q

Purchase planning is more likely to occur when…

A

…product involvement is high with purchase affected by in-store factors and marketing efforts.

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3
Q

The Purchase Decisions

A 
Consumers decide:
  Whether to buy
  When to buy
  What to buy (product type/brand)
  Where to buy
  How to pay
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4
Q

Partially Planned Purchase

A

intent to buy the product exists, but brand choice is deferred until shopping.

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5
Q

When involvement is low, consumers resort to…

A

…buying a brand they know and like, but may also be influenced by price reductions or special displays.

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6
Q

Unplanned Purchase

A

both the product and brand are chosen at point of sale.

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7
Q

In-store influences can guide…

A

…product and brand choices made by consumers reminding them of a need and triggering a purchase.

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8
Q

Consumers who dislike shopping embrace…what?

A

the Internet and other forms of direct marketing to make shopping quicker, easier, and less personally involving.

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9
Q

Why Do People Shop?

A 
Diversion
Learning about new trends
Physical Activity
Sensory Stimulation
Social experiences outside the home
Peer group attraction
Pleasure of bargaining
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10
Q

Retail choice is an ___________ process where the type of store and specific retailer affect each other.

A

interactive

  • Consumer characteristics are matched to store characteristics and purchase characteristics.
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11
Q

What else influences a specific store choice?

A

Past experience and store/retail image

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12
Q

What do consumers rely on for their overall perception of a store?

A

store image

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13
Q

Wha attributes does someone’e opinion of a store image involve?

A

both functional and emotional attributes

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14
Q

The perceived level of crowding within the store may also affect…

A

…shopping behavior, reducing shopping for some consumers while appealing to other segments

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15
Q

60%-70% of purchases are

A

unplanned (supermarket enviornment)

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16
Q

Determinants of Retailer Success

A

a. Location
b. Nature and quality of assortment
c. Price
d. Advertising and promotion
e. Sales personnel
f. Service offered
g. Physical store attributes
h. Nature of store clientele
i. Point-of-purchase-displays
j. Consumer logistics

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17
Q

How is a store’s location perceived?

A

in terms of time and hassle in addition to actual distance.

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18
Q

What are some attributes that are more important than the store’s actual location?

A

Cognitive maps or consumer perceptions of the store

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19
Q

Consumers generally overestimate both actual ________ and ____.

A

distance, time

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20
Q

When retailers are equidistant from a consumer’s origin, consumers choose retailers that are most…

A

…clustered.

stand alone store vs. store in a strip mall

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21
Q

Reilly’s Law of Retail Gravitation

A

BP = distance between city A & city B /
1 + (sqrt) pop b / pop a

BP is distance from City A to Breaking Point

Similar to law of gravitational force. More customers are likely to go to a cluster of stores rather than standalones.

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22
Q

What are vital features of stores (especially shopping centers)?

A

Depth, breadth, and quality of assortment

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23
Q

Assortment breadth:

A

how vast or wide the variety of products sold…

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24
Q

Assortment depth:

Examples of:
Specialty Stores, 
Mass Merchandisers/Category Killers, 
Department Stores, and 
Value Merchants/Discounters
A

how deep the categories of product sold…

- Specialty stores (Chico’s, Victoria’s Secret, Just 
   For Feet, etc.)

- Mass merchandisers or Category Killers 
  (Home Depot, Staples, Circuit City, etc.)

- Department stores (Macy’s, Boomingdale’s, etc.)

- Value Merchants or Discounters (WalMart, 
  Target, etc.)
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25
Q

Price as a determinant of store patronage varies by…

A

…type of product.

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26
Q

Importance of price depends on…

A

…the nature of the buyer.

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27
Q

The consumer’s ‘perception’ of price is usually more important than…

A

…the ‘actual’ price.

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28
Q

Effects of price promotions are:

**

A
  • Building store patronage
  • Demand for different brands
  • Short-term buying behavior
  • Long-term buying behavior
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29
Q

Advertising & promotion are used to create a…

A

…retail brand

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30
Q

Retail Brand

A

a summary of consumer perceptions about the store & overall image.

31
Q

Image advertising

A

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.

32
Q

Information advertising

A

Details provided about products, prices, hours of operation, locations, and other attributes that might influence purchase decisions.

33
Q

Nowadays, there is a shift from _____ advertising

to _____ advertising.

A

Information, Image

34
Q

What kind of people are very important when choosing a store or shopping center?

A

Salespeople

35
Q

What makes a salesperson effective?

A

Sales success depends on:

(1) the relationship during the transaction
(2) the persuasion strategies used

	- Perceived knowledge and expertise 
	- Perceived trustworthiness
	- Customer knowledge
	- Adaptability
36
Q

_____, _____, and _____ effective sales associates benefits retailers (eg: Home Depot, Starbucks, etc.).

A

Recruiting, training, motivating

37
Q

“Our only sustainable competitive advantage is the _________________”

	                           - Starbucks CEO Howard Schulz
A

Quality of our workforce

38
Q

What kind of services offered determines a store’s success?

A

Varies depending on the type of outlet and consumer expectations.

Includes such considerations as self-service facilities, ease of merchandise return, delivery, credit, and overall good service greatly affect store image.

Neiman Marcus, Nordstrom’s & other upscale retailers even provide personal shoppers.

39
Q

store atmospherics/ambience

A

The physical properties of the retail environment designed to create an effect on consumer purchases

Can help shape the direction and duration of consumer attention, express the store’s character, or elicit particular emotional reactions such as pleasure, excitement, etc. & influence amount of time & money spent in store.

40
Q

The retail environment also expresses…

A

…store character & image.

41
Q

Examples of Store Atmospherics

A
  • Elevators
    • Lighting
    • Air conditioning
    • Convenient and visible washrooms
    • Layout
    • Aisle placement and width
    • Parking facilities
    • Carpeting
    • Architecture
42
Q

In restaurants patrons spent ___ more time & ___

more on bar purchases when slower music was played.

A

25%, 50%

43
Q

Total Sensory Marketing

A

Sights, Sounds and Smells

44
Q

Atmospheric Sights

A

good lighting in a store involves more than simply illuminating space. It is used to highlight merchandise, sculpt space, create the desired mood….

Eg: one of the keys to success for Blockbuster Videos was to move away   from the 100 watt bulbs used by its competitors to brighter lights.
45
Q

Atmospheric Sounds

A

a retailer with 1000 stores in the US plays jazzy music in the morning, adult contemporary in the afternoon, in its East Coast stores, because the older shoppers go in the morning… but in Texas it’s country music all day, every day!

46
Q

Atmospheric Smell

A

smell has a large impact on our emotions, such as happiness, hunger, disgust and nostalgia.

Eg: the Walt Disney company uses the smell of fresh baked cookies on Main Street in the Magic Kingdom to relax customers and provide a feeling of warmth……

47
Q

Comps

A

A measurement of productivity in revenue used to compare sales of retail stores. Historical sales data allows retailers to compare this year’s sales in their store to the same period last year.

48
Q

The type of person who shops in a store affects consumer purchase intention because of…

A

…the tendency to match one’s self-image with that of the store.

49
Q

Some customers may be attracted to or repelled from a store due to…

A

…their perception of the store and its clientele.

50
Q

P.O.P.

A

Point-of-Purchase

51
Q

POP displays and signs can increase the odds of…

A

…capturing attention and stimulating purchase

- Digital POP 
- Computer Enhanced Merchandising
- Digital Self-Service
52
Q

50-60% of grocery sales are through…

A

…self checkout

53
Q

Advantages of POP displays

A

Inexpensive compared to other forms of promotion (eg: YES POP unit)

They reach people where they buy the products

They add atmosphere to retail stores

54
Q

Consumer Logistics

A

The speed and ease with which consumers move through the retail and shopping process

- Preparation to shop	
- Arriving at the store
- Entering the store
- Movement through the store
- Checkout
- Travel home and home-warehousing
- Inventory stockouts (which prompt repurchase)
55
Q

A West Coast Supermarket equipped the bottoms of carts with…

A

…RFID (Radio Frequency ID) devices to track travel patterns, such as where in the store they went, how long they spent, and how many items were purchased.

56
Q

The Retialing Mix

A

Target Marget

  • Personnel
  • Product
  • Promotion
  • Place
  • Price
  • Presentation
57
Q

What People Spend When They Purchase

A
  1. Money
  2. Time
  3. Cognitive Resources
58
Q

Consumers tend to overestimate the actual ____ and ____ time it takes to get to a store.

A

distance, time

59
Q

Studies show that the more money people make…

A

…the busier they are, thus increasing the value of their time.

60
Q

People have ____ money budgets/have potential to earn as much money as they want.

A

unlimited

61
Q

People have ____ time budgets: maximum of 24 hours per day.

A

limited

62
Q

How consumers allocate their time depends on their…

A

…timestyles.

63
Q

Discretionary Time

A

leisure time—when individuals feel no sense of economic, legal, moral, social, or physical compulsion or obligation.

64
Q

Nondiscretionary Time

A

includes physical obligations, social obligations, and moral obligations.

65
Q

Time-Using Goods

A

Goods that require time to use, such as television, skiing, fishing, golfing, and playing tennis.

As consumers have less leisure time, they are often willing to spend more money on the precious time they do have (travel, extreme sports, and eating out).

66
Q

Time-Saving Goods

A

Goods and services that gain leisure time by decreasing nondiscretionary time expenditures.

Housecleaning services or dishwashers and microwave ovens free up time to spend on leisure or other activities.

Some firms position products with time-saving benefits.

67
Q

Polychronic Time

A

involves combining activities simultaneously

68
Q

The trend of has Polychronic Time given rise to…

A

cellular phones (talk and walk or drive).

online radio services (listen to music while working on computers).

beepers for dental patients (wait for appointments and shop).

69
Q

Products have ‘___ ___’ as well as ‘___ ___’.

A

economic prices, time prices

70
Q

Time Prices

A

How much time it takes to shop for, install, or use a product.

Firms sometimes use time prices in their ads (only takes 2 hours to install or 10 seconds for quick-dry paint).
Eg: Minute Rice, Minute Maid, Jiffy Lube, Quik Trip, etc.

71
Q

Capacity

A

cognitive resources that an individual has available at any given time for processing information.

How much of this resource do consumers spend when shopping or making a purchase?

72
Q

Attention

A

allocation of cognitive resources

73
Q

Haptic Search

A

Search through touching and feeling

  • -feeling upholstery of a car
  • -touching fabric of clothes
  • -checking the texture of fruit

Consumer Behavior (15 decks)

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