Consumers generally must select outlets as well as
products. There are three general ways these decisions
can be made: (1) simultaneously; (2) item first, outlet
second; or (3) outlet first, item second. Both the manufacturer
and the retailer must be aware of the decision
sequence used by their target market, as it will have a
major impact on their marketing strategy.
Internet retailing and other forms of in-home retailing
including catalogs are increasingly important retail
outlets. While store-based retailing continues to dominate
in terms of overall sales, consumers increasingly
use in-home options such as the Internet and catalogs in
combination with retail stores in what is known as
multi-channel shopping. Retailers often operate in various
formats (catalog, retail store, and Internet) to leverage
the benefits that consumers derive from each.
The decision process used by consumers to select a
retail outlet is the same as the process described for selecting
a brand. The only difference is in the nature of
the evaluative criteria used. Retail outlet image is an important
evaluative criterion. Store-based image and online
retailer image are both important, although the dimensions
consumers use to judge them vary. Store
brands can both capitalize on a store's image and enhance,
or detract from, it. Outlet location and size are
important with closer and larger outlets generally being
preferred over more distant and smaller ones. Consumer
characteristics such as perceived risk and shopping orientation are also important determinants of outlet
choice.
While in a retail outlet, consumers often purchase a
brand or product that differs from their plans before entering.
Such purchases are referred to as unplanned purchases.
Most of these decisions are the result of additional
information processing induced by in-store or
online stimuli. However, some are impulse purchases
made with little or no deliberation in response to a sudden,
powerful urge to buy or consume the product. Such
variables as point-of-purchase displays, price reductions,
outlet atmosphere, Web site design, sales personnel,
and brand or product stockouts can have a major
impact on sales patterns.
Once the outlet and brand have been selected, the
consumer must acquire the rights to the item. This often
involves credit, but fingerprint approaches are also
being tested.
