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Consumer Buying Behavior – Field Trip

Consumer Buying Behavior – Field Trip . Chiara Polacchini, Esther Schwarz, Katharina Stier. Hypothes E s. H10: Mall type affects shoppers' activities while visiting the mall . H10: Mall type affects shoppers' activities while visiting the mall . Proof:

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Consumer Buying Behavior – Field Trip

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  1. Consumer Buying Behavior – Field Trip Chiara Polacchini, Esther Schwarz, Katharina Stier

  2. HypothesEs

  3. H10: Mall type affects shoppers' activities while visiting the mall. Source: Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method, S. Wesley, M. LeHew, A. Woodside, Journal of Business Research 59 (2006) 535–548

  4. H10: Mall type affects shoppers' activities while visiting the mall. Proof: • Checking customer mall activities by the 4 malls Source: http://www.lomography.com/magazine/locations/2012/01/11/swimming-without-water http://lizlogic.files.wordpress.com/2012/11/joseph-hancock-man-diving-into-an-empty-pool.jpg

  5. H12: Planned expenditure level positively affects satisfaction. Source: Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method, S. Wesley, M. LeHew, A. Woodside, Journal of Business Research 59 (2006) 535–548

  6. H12: Planned expenditure level positively affects satisfaction. Proof: • Planned expenditures & consumer decision style (CMD) • CMD & overall mall satisfaction Source: http://drivingforcemarketing.net/wp-content/uploads/2013/01/happy-woman-shopping.jpg

  7. Hypotheses about our database H1: The age of a person has an influence on the motivation by self-expression. The older a person gets, the more important is the factor of self-expression regarding the person’s motivation. (Age; Motivation Assessment)

  8. Hypotheses about our database H2: A collaborating negotiation behaviour affects positively a win-win-situation of a negotiation. Acting according to a collaborating negotiation behaviour leads to a win-win-situation of a negotiation. (CL; Total>13500)

  9. Location of Retail audit

  10. Onsite Merchandising Audit

  11. Atmosphere: young & active • Sales people: young, dynamic, friendly  consistent • Consumers: young people, parents • Promotion: 3 for 2 • Guided tour: yes • Special: “Social Mirror” Source: http://static.tumblr.com/labb4vf/pOZly25ud/adidas_stacked_neo_logo.jpg

  12. Atmosphere: sporty, modern • Sales people: sporty, young, observant, Adidas  consistent • Consumers: mixed demographic • Promotion: 50% Sale • Guided tour: unsuccessful Source: http://de.wikipedia.org/wiki/Datei:Adidas-logo.svg

  13. Atmosphere: minimalistic, bright, chic • Sales people: young, dynamic, friendly, individual  consistent • Promotion: 30% - “Hallo Winter“ • Guided tour: successful • Special: PUMA advertising on screens, PUMA signs Source: http://de.wikipedia.org/wiki/Datei:Puma_Logo.svg

  14. Source: http://kress.de/tagesdienst/detail/beitrag/100506-zdf-ist-gewinner-des-wm-qualifikationsspiels-am-samstag.html

  15. Atmosphere: traditional versus young  gap • Sales people: young, relaxed, friendly not consistent • Consumers: mixed demographics • Promotion: no • Guided tour: no Source: http://juwelier-zenetti.de/schmuck/fossil-2.html

  16. Atmosphere: luxury • Sales people: 8  negative effects • Consumers: middle aged women • Promotion: no • Guided tour: not needed • Special: Christmas decoration Source: http://de.wikipedia.org/wiki/Datei:Wempe_Chronometerwerke_logo.svg

  17. Source: http://www.sv-robern.de/uploads/pics/Fotolia_15445943_XS_02.jpg

  18. Consumer Observation Purchase Profiles

  19. Customer OBSERVATION (1) • 23 years old • German • Student • Tried 2 jeans and 2 sweaters • CDM style: • - Confused by over choice • - Price conscious/value for money

  20. Customer OBSERVATION (1) • Longest decision making process: ¾ h (25 min in the fitting room) • Purchase value: €49+€39 • Interaction with: Product = 5 Store environment = 2 Store Personnel = 1 Other customers = 0 Source: http://www.adidas.de/frauen-straight-fit-jeans/G79756_180.html

  21. Customer OBSERVATION (1) Means-end Value Chain

  22. Customer OBSERVATION (2) • 35 years old • Italians tourists • Married couple • Tired 1 pair of winter shoes • Individualism, particularism • CDM styles: - Impulsiveness/careless - Brand consciousness/price equal quality

  23. Customer OBSERVATION (2) • Shortest decision making process: 10 min • Purchase value: €130 €91 • Interaction with: Product = 2 Store environment = 3 Store Personnel = 5 Other customers = 0 Source: http://www.shop.puma.de/Damen-Schneestiefel-Farinosa-GTX%C2%AE%3A/186678,de,pd.html&cgid=13260#!i%3D0%26color%3D03_black-limestone_gray-virtual_pink

  24. Customer OBSERVATION (2) Means-end Value Chain

  25. Thank you For your attention

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