Buying Behavior RETAIL AUDIT
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Buying Behavior
RETAIL AUDITInes Hackbarth, Michael Stach, Galina Vasilyeva
Jan. 6th, 2014
Hypothesis H14 Demographics affect planned expenditure level. • Income: High income - higher planned expenditures
• Gender: Females – higher planned expenditure
• Education: High educated mall visitors – lower expenditures
Picture source: http://static6.depositphotos.comHypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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Gender, income and planned expenditures
Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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• Store type: Textile, food, furniture etc.• Time/Day: Friday, November 29th, 2 pm• Size: 100 m²• Target group: Middle aged, middle income • Salespeople: A couple per store• Special promotion: Christmas, discounts• Pathway: Cluttered• Keeping customer in store: Confusing structure• Consultants‘ opinion: Layout
Interior designStore front
Picture source: /www.strauss-innovation.deHypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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• Store type: Furniture• Time/Day: Wednesday, November 27th, 5 pm• Size: 40.000 m²• Target group: Age 50+, both gender, high income• Salespeople: Oversaturated, active approach • Special promotion: Christmas, car raffle, sales• Pathway: Wide; furniture settings• Keeping customer in store: Restaurants, play area• Consultants‘ opinion: Sensory experience
Store interior
Picture source: /www.moebel-kraft.de/standorte/berlinHypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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• Store type: Furniture• Time/Day: Wednesday, Nov. 27th, 6 pm• Size 30.000 m²• Target group: Young families, students, price
sensitive customers, both genders• Salespeople: Don‘t approach actively• Special promotion: Loyalty program „IKEA family“• Pathway: Fixed pathway throughout the store• Keeping customer in store: Food area, swedish supermarket• Consultants‘ opinion: Sensory experience
LayoutStore interior
Picture source:: www.tech-lounge.de Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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• Store type: Book• Time/Day: Thursday, Nov. 27th, 2 pm• Size: 250 m²• Target group: All ages, more female than male, low-middle income• Salespeople: Don‘t approach actively• Special promotion: Christmas, Ebook Reader, Bestseller• Pathway: No fixed pathway • Keeping customer in store: Tables with different merchandise,
gift ideas• Consultants‘ opinion: Layout
Sensory experience Store‘s interior
Picture source:: /www.douglas-holding.deHypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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• Store type: Electronic store• Time/Day: Thursday, Nov. 28th, 4 pm• Size: 2.000m²• Target group: Tech-savvy consumers; mostly male• Salespeople: Approach customer; attentive and patient• Special promotion: PS4 promotion, special product stands,
0 % interest for payment by installments• Pathway: Entertainment products at the end of the store• Keeping customer in store: „Rummage tables“ with DVDs, CDs• Consultants‘ opinion: Sensory experience
Store‘s interiorLayout
Picture source: www.kreisbote.deHypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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A young couple28 yearsAlliedLow-middle income„As we are getting a baby soon, we moved to a new appartment and need to buy new furniture like a TV shelf.“
Customer Profile
Who?AgeRelationship StateIncomeMission
• Moving in togetherNeed Recognition
• At the Ikea storeSearch Information
• Relevant attributesEvaluation of Alternatives
• Quick and easyPurchase
• SatisfiedPost-Purchase
Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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Key Attributes
End Means
Attribute
Functional Consequence
Terminal Value Harmonic room
interior
Fits to the rest of the furntiture
Style
TV shelf
More money for the baby
Cost-saving
Price
TV shelf
Esteem
Appear modern and stylish
Design
TV shelf
Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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Customer Profile
Who?AgeRelationship StateIncomeMission
Business man55 yearsRecently divorcedHigh income„As I just divorced, I have to move to my new appartment ASAP and thus need a new sofa for my living room.“
Need Recognition •New flat after divorce
Search Information •Internet
Evaluation of Alternatives
•Relevant attributes
Purchase •Order process
Post-Purchase •Satisfied
Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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Key Attributes
End Means
Attribute
Functional Consequence
Terminal Value
Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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Hypothesis based on Database1. Competers are more likely using less appropriated tactics in negotiations
whereas avoiders are unlikely to use those.
2. The more frequently positive negotiation behaviors are shown, the better the negotiation outcome.
3. Age affects negotiation style.
Hypothesis I – Retail Audit – Customer Profiles – Hypothesis II
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Thank you for your attention
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