Post on 25-Feb-2016
description
C H I A R A P O L A C C H I N I , E S T H E R S C H W A R Z , K A T H A R I N A S T I E R
CONSUMER BUYING BEHAVIOR – FIELD TRIP
HYPOTHESES
H10: MALL TYPE AFFECTS SHOPPERS' ACTIVITIES WHILE VISITING THE MALL.
Source: Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method, S. Wesley, M. LeHew, A. Woodside, Journal of Business Research 59 (2006) 535–548
H10: MALL TYPE AFFECTS SHOPPERS' ACTIVITIES WHILE VISITING THE MALL.
Proof:• Checking customer
mall activities by the 4 malls
Source: http://www.lomography.com/magazine/locations/2012/01/11/swimming-without-water http://lizlogic.files.wordpress.com/2012/11/joseph-hancock-man-diving-into-an-empty-pool.jpg
H12: PLANNED EXPENDITURE LEVEL POSITIVELY AFFECTS SATISFACTION.
Source: Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method, S. Wesley, M. LeHew, A. Woodside, Journal of Business Research 59 (2006) 535–548
H12: PLANNED EXPENDITURE LEVEL POSITIVELY AFFECTS SATISFACTION.
Proof: • Planned
expenditures & consumer decision style (CMD)• CMD & overall
mall satisfaction
Source: http://drivingforcemarketing.net/wp-content/uploads/2013/01/happy-woman-shopping.jpg
HYPOTHESES ABOUT OUR DATABASE
H1: The age of a person has an influence on the motivation by self-expression. The older a person gets, the more important is the factor of self-expression regarding the person’s motivation. (Age; Motivation Assessment)
HYPOTHESES ABOUT OUR DATABASE
H2: A collaborating negotiation behaviour affects positively a win-win-situation of a negotiation.Acting according to a collaborating negotiation behaviour leads to a win-win-situation of a negotiation. (CL; Total>13500)
LOCATION OF RETAIL AUDIT
ONSITE MERCHANDISING AUDIT
Source: http://static.tumblr.com/labb4vf/pOZly25ud/adidas_stacked_neo_logo.jpg
• Atmosphere: young & active• Sales people: young,
dynamic, friendly consistent• Consumers: young
people, parents• Promotion: 3 for 2• Guided tour: yes• Special: “Social
Mirror”
Source: http://de.wikipedia.org/wiki/Datei:Adidas-logo.svg
• Atmosphere: sporty, modern• Sales people: sporty,
young, observant, Adidas consistent• Consumers: mixed
demographic• Promotion: 50% Sale• Guided tour:
unsuccessful
Source: http://de.wikipedia.org/wiki/Datei:Puma_Logo.svg
• Atmosphere: minimalistic, bright, chic• Sales people: young,
dynamic, friendly, individual consistent• Promotion:
30% - “Hallo Winter“• Guided tour:
successful• Special: PUMA
advertising on screens, PUMA signs
Attribut NEO ADIDAS PUMAStore‘s Interior 11 11 13
Storefront 10 9 4
Sensory Experience
15 14 15
Total 36 34 32
Source: http://kress.de/tagesdienst/detail/beitrag/100506-zdf-ist-gewinner-des-wm-qualifikationsspiels-am-samstag.html
Source: http://juwelier-zenetti.de/schmuck/fossil-2.html
• Atmosphere: traditional versus young gap• Sales people: young,
relaxed, friendly not consistent• Consumers: mixed
demographics• Promotion: no• Guided tour: no
Source: http://de.wikipedia.org/wiki/Datei:Wempe_Chronometerwerke_logo.svg
• Atmosphere: luxury• Sales people: 8
negative effects• Consumers: middle
aged women• Promotion: no • Guided tour: not
needed • Special: Christmas
decoration
Attribut Fossil WempeStore‘s Interior 11 13
Storefront 8 7
Sensory Experience 13 17
Total 32 37
Source: http://www.sv-robern.de/uploads/pics/Fotolia_15445943_XS_02.jpg
CONSUMER OBSERVATION P U R C H A S E P R O F I L E S
CUSTOMER OBSERVATION (1)• 23 years old• German• Student• Tried 2 jeans and 2
sweaters
• CDM style:- Confused by over choice- Price conscious/value for
money
CUSTOMER OBSERVATION (1)• Longest decision
making process: ¾ h (25 min in the fitting room)
• Purchase value: €49+€39
• Interaction with:Product = 5Store environment = 2Store Personnel = 1Other customers = 0
Source: http://www.adidas.de/frauen-straight-fit-jeans/G79756_180.html
CUSTOMER OBSERVATION (1)Means-end Value Chain
End Means: Attribute Functional /
Psychological Consequences
Value
Jeans Classic She does not stand out from the group
Conforming
End Means: Attribute Functional /
Psychological Consequences
Value
Sweater winter collection 2014
Fashion She feels trendy wearing this sweater
Esteem
CUSTOMER OBSERVATION (2)• 35 years old• Italians tourists• Married couple• Tired 1 pair of winter shoes• Individualism, particularism
• CDM styles:- Impulsiveness/careless- Brand consciousness/price
equal quality
CUSTOMER OBSERVATION (2)• Shortest decision
making process: 10 min• Purchase value: €130
€91
• Interaction with:Product = 2Store environment = 3Store Personnel = 5Other customers = 0
Source: http://www.shop.puma.de/Damen-Schneestiefel-Farinosa-GTX%C2%AE%3A/186678,de,pd.html&cgid=13260#!i%3D0%26color%3D03_black-limestone_gray-virtual_pink
CUSTOMER OBSERVATION (2)Means-end Value Chain
End Means: Attribute Functional /
Psychological Consequences
Value
Female winter shoes
Sporty She feels elegant wearing winter
shoes
Status
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