AEM 240 9.7 - AEM 240 Consumer buying decision...

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9/7/07 AEM 240 Consumer buying decision process (continued) Information search o Sources: internal, external (more elaborate- not a routing data search (outside of personal experience) ex. consumer reports, asking people, Personal, public, market, experiential o Involvement level differs (low vs high involvement) around: Product is important/expensive Product has social/personal importance Product may provide big benefits Risk is high-technical product Thus, consumers: o Examine many brands o Consider many sellers o Evaluate many product attributes o Use ample external info sources o Spend considerable time Low involvement Impulse buying Little/no playing Self-service The dilemma-how to influence? Supermarkets’ Dilemna: o Average trip: 21 minutes 2-3 times per week o Impulse purchases: 66% o Shopping lists: 31% Shopping Behavior Guru “The Science of Shopping” – Paco Underhill The right side of the store gets more attention initially
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