CHAPTER SEVENTEEN

Outlet
Selection
and
Purchase
Outlet Selection and Purchase
McGraw-Hill/Irwin

Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserv

Learning Objectives
1. Understand that a critical part of the consumer

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decision process is outlet selection, which can

occur before or after brand evaluation, or
simultaneously with it.
2. Recognize that the selection of retail outlets,
while based on unique attributes (evaluative
criteria), uses decision rules similar to those
used in brand selection.
3. Know the primary attributes consumers use in
selecting retail outlets and how to build
marketing strategy based on this knowledge.
4. Understand the nature of in-store influences that
affect product and brand choices and be able to
develop marketing strategy based on them.

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:

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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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Marketing Strategy Based

on Decision Sequence

So what about the Internet?

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

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The Internet: Online Sales by Categories

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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Figure 17-2

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Table 17-2

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In-Store Influences that Impact

Alternative Evaluation and Purchase
Displays
Price
reductions

Store
Atmosphere

Alternative
evaluation

Stockouts
Sales
personnel
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Modify
intended
purchase
behavior

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Supermarket Decisions

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In-Store Purchase Behavior

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Sales Impact of Point-of-Purchase Displays

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The Effect of P-O-P Display Location on

Sales of Listerine Mouthwash
+141%

Regular price
on shelf

Average unit sales per store

Percent
120
100

Feature price/display

80
60

+11%

40
20
0

Shelf
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+162%

Rear
Endcap

Front
Endcap

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Store Atmosphere

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Impact of a Stockout Situation