AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand that a critical part of the consumer 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 choice and be able to develop marketing strategy based on them.