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Cristian Dohi, Lena Grosse, Nicklas Peele

Cristian Dohi, Lena Grosse, Nicklas Peele. Formulating B2B hypothesis. Performing retail audit. Testing the retail hypothesis. Hypothesis 6. Some specific consumer decision-making (CDM) styles relate more than others to specific primary reasons for the shopper visiting a mall.

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Cristian Dohi, Lena Grosse, Nicklas Peele

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  1. Cristian Dohi, Lena Grosse, Nicklas Peele • Formulating B2B hypothesis • Performing retail audit • Testing the retail hypothesis

  2. Hypothesis 6 Some specific consumer decision-making (CDM) styles relate more than others to specific primary reasons for the shopper visiting a mall

  3. Limitations Exploratory research Unrepresentative sample of 527 Convenience sample Incentivized questionnaire Likert 5-point scale The malls = tourist hotspots

  4. Retail audit - overview

  5. Retail audit – Jimmy Choo

  6. Retail audit - Lacoste

  7. Retail audit - Karstadt

  8. Retail audit – Red Wing

  9. Retail audit - Boss

  10. Recommendations Provide shopping opportunities for men while waiting for their wives Create a more complex shopping experience for men by integrating lighting, colors, smells and decorations In KaDeWe and Karstadt, better integrate displays with accessories and other leather goods into the existing layout

  11. Customer profile Young couple Age: 25-35 Entry-level/Working professional in an urban environment Getting a first taste of the finer things in life Very active in his leisure time Buyer/User: the boyfriend Decider/Influencer: the girlfriend

  12. Young couple

  13. Customer profile Mature couple Age: 40+ Successful Indulges in the finer things in life Likes his partner to take part in his lifestyle Buyer/Decider/Influencer/User: the husband User: the wife

  14. Mature couple

  15. B2B hypothesis Companies that value and promote creative approaches are more prone to be socially responsible in negotiations.

  16. Sources Images Own property

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