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1243013441_Chap004(2) - Methods for increasing the chance...

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4-1 Methods 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 Excel
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4-2 Purchasing 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, photographer
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4-3 Converting 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 merchandise Reduce waiting times at checkout Digital displays offering entertainment (Disney) Apple stores – cell check-out Easy 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 retailer The McGraw-Hill Companies, Inc./Andrew Resek, photographer
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4-4 Postpurchase Evaluation Satisfaction A 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 loyalty
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4-5 Types of Purchase Decisions Extended Problem Solving
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