소개글
[소비자행동론] Purchase(구매행동)에 대한 자료입니다.
목차
1.INTRO
2.BODY
(1) To buy or Not to buy
(2) Retailing And The Purchase Process
(3) Determinants of Retailer Success or Failer
(4) The Changing Retail Landscape
(5) Purchase behavior in the e-commerce revolution
(6) Consumer Resource
(7) Integrated marketing communication
3.OUTRO
본문내용
Role playing
Diversion
Self-gratification
Learning about new trends
Physical activity
Sensory stimulation
Location
Nature and quality of assortment
Price
Advertising and promotion for Positioning of the Retail Brand
Sales personnel
Services offered
Physical store attributes
Nature of store clientele
Point-of-purchase displays
Consumer logistics
(1) Location
Cognitive maps or consumer perceptions of store locations and shopping areas are more important than actual location.
Ease of parking in the area, quality of merchandise offered by area stores, checkout procedures, display and presentation of mercandise, and ease of driving to an area.
(5) Sales personnel
* Knowledgeable and helpful salespeople are still
important when choosing a store shopping center.
* What makes a salesperson effective?
1) Perceived knowledge and expertise
2) Perceived trustworthiness
3) Customer knowledge
4) Adaptability