1243013441_Chap004(2) - 4-1Methods for increasing the...

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Unformatted text preview: 4-1Methods for increasing the chance of store visit after getting into the consideration set■Increase Performance Beliefs of Your Store■Decrease Performance Beliefs About Competitor■Increase Importance Weight of Attributes on which You Have an Advantage■Add a New Benefit on which You Excel4-2Purchasing Merchandise or Services■The high-rated item may not be available in the store.■How can a retailer increase the chances that customers will convert their merchandise evaluations into purchases?Customers do not always purchase a brand with the highest overall evaluation.The McGraw-Hill Companies, Inc./Jill Braaten, photographer4-3Converting Merchandise or Services Evaluations into Purchases■Measure: the number of abandoning carts in stores and at websites■Methods to reduce it:Don’t stock out of popular merchandiseReduce waiting times at checkout •Digital displays offering entertainment (Disney)•Apple stores – cell check-outEasy navigation and check-out at websites (amazon.com)Offer liberal return policies, money back guarantees, and refunds if same merchandise is available at lower prices from another retailerThe McGraw-Hill Companies, Inc./Andrew Resek, photographer4-4Postpurchase Evaluation■SatisfactionA post-consumption evaluation of how well a store or product meets or exceeds customer expectations■Becomes part of the customer’s internal information that affects future store and product decisions■Builds store and brand loyalty4-5Types of Purchase Decisions■Extended Problem Solving-High financial or Social Risk■Limited Problem Solving-Some Prior Buying Experience■Habitual Decision Making-Store Brand, Loyalty4-6...
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This note was uploaded on 01/09/2010 for the course MKT 4324 taught by Professor Trappey during the Spring '09 term at National Taiwan University.

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1243013441_Chap004(2) - 4-1Methods for increasing the...

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