CH05 - Ch05 1 2 3 4 1 1. Determinants of Retailer Success...

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1 Ch05 Ch05 2 3 4
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5 / 3. / 2. 1. 6 Determinants of Retailer Success 1. Location 2. Nature and quality of assortment 3. Price 4. Advertising and promotion 5. Sales personnel 6. Service offered 7. Physical store attributes 8. Nature of store clientele 9. Point-of-purchase-displays 10. Consumer logistics 7 1. Location Perceived in terms of time and hassle in addition to actual distance Cognitive maps or consumer perceptions of store locations and shopping areas are more important than actual location Consumers generally overestimate both actual distance and time 8 2. Nature and Quality of Assortment Assortment breadth: how vast or wide the variety of products sold (mass retailers) Assortment depth: how deep the categories of product sold (specialty store) Category killers: specialize in one category of merchandise and provide a dominant assortment of products (Home Depot, Toys ’R Us)
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9 3. Price Price as a determinant of store patronage varies by type of product Importance of price depends on the
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CH05 - Ch05 1 2 3 4 1 1. Determinants of Retailer Success...

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