Determining Choice of Purchase

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Purchase decision: does too much choice leave us unhappy?

In applying the laws of retail gravitation is should be kept in mind that they were meant to apply only to two large cities. In addition, the laws apply only to the division of shopping goods trade, and particularly to fashion goods often referred to as style or specialty goods because a large part of convenience and bulk goods is purchased locally.

Although the work on retail gravitation has helped marketers to conceptualize inter market behavior, it is incomplete as an explanation for store choice behavior because it ignores such factors as income levels, the character of retailing in the two cities, and consumer preferences.

While the above approach has taken a macro orientation to the examination of inter market patronage, others have taken a micro approach, which rests on the assumption that consumers have different characteristics and therefore have a differential predisposition to forego secondary costs such as time, money and effort in selecting one trade area over another. Studies have found that consumers frequently shop out of areas out shoppers and they can be distinguished from non out shoppers by certain demographic and psychographic characteristics To determine the factors that influence store choice within urban areas, some studies have examined the role of driving me on shopping center preference.

Travel times longer than fifteen minutes appear to be barrier to many shopping center patrons. Those who are willing to drive longer times seem to be attracted by the size of the shopping center. Another study indicates, however, that location of the shopping center is not nearly as important as other variables, such as price value, variety of product and store, store quality and cleanliness and friendly sales personnel. Objective: 1. To study factors determining store choice.

To understand the role of location in store choice. To study the purchasing patterns of customers. To know the influence of promotional schemes on store choice by consumers. Retail store elements such as color, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process.

The emphasis has moved away from in-store product displays, towards elements that excite the senses of shoppers such as flat screen videos or graphics, music, smells, lighting and flooring that tend to capture the brand image or personality and help to create an unique environment and shopping experience McGoldrick, ; Marsh, Therefore, all literature commonly recognized as in- store environment depends on visual merchandising and other in store promotions.

Visual simulation and communication have long been considered important aspect of retailing by practitioners and academic alike McGoldrick, , This is defined as the activity, which coordinates effective merchandising selection with effective merchandising display Wolters and White, , p. In this context, it will be affecting to a positive psychological or behavioral outcome, ultimately leading to purchase.

In a study of store choice behavior among audio equipment shoppers, Dash et al.

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This is mainly attributed to customers adopting a risk reduction policy with regard to their impending purchase. Kenhove et al. They studied the store choice decision across various tasks as described by the respondents, such as urgent purchase, large quantities, difficult job, regular purchase and get ideas. The chosen stores differed in their salience rating depending on the task the shopper intended to perform. The salience of the stores has also been found to be affected by situational factors. In a study conducted by Mattson , was found that situational attributes, such as time pressure and gift-versus self-shopping, can influence store choice and attribute salience.

It is also indicated that the situational influence needs to be evaluated for every visit and hence some shoppers may change their choice because of situation specific drivers. The atmosphere of the shopping environment can influence customer attitudes and their perceptions in relation to the overall quality of the store in terms of the uniqueness of the product, service levels Baker, Grewal and Parasraman, , the purchase price Areni and Kim, and purchase volume Milliman, The role of ambience in store choice has also been found significant.

Kotler has proposed atmospherics as an important part of retail marketing strategy.

(DOC) Study of Factors determining Store choice | Snehal Galande -

It is also found that the shoppers determine the value of the merchandise based on monetary as well as non-monetary costs Zeithaml, It was found that recreation a non-monetary value was the major driver for visiting a regional shopping centre Treblanche, The shopping experience, as created by the store environment, has been found to play an important role in building store patronage. Along with the merchandise, it triggered affective reaction among shoppers Baker et al.

It also contributes to creating store patronage intentions Baker et al. According to above research studies, some researchers have argued that in-store environment is critical component of store choice behavior and some other researchers have argued that other variables are most important than in-store environment. However, the previous research studies are providing evidence to store choice behavior is different in different cultures. Descriptive tools such as frequency counts, mean scores, percentages and standard deviation were calculated for the statements on the questionnaire in order to determine the impact of in store promotions on store choice decisions.

Yes B. Location 2. Parking place 3. Store choice 4. Products available 5. Service 6. Price range 7. Offers and schemes 8. Malls 2. Always 2. Yes 2. Every time 2. Some times 3.

Choice Alternatives: Determining, Assessing and Deciding (Consumers Behavior)

Sometimes 3. Store choice is influenced by certain factors and these factors are studied in this research. References: 1. Kothari C. Related Papers. By Khurram L Bhatti. Bridger [, p. Such an integrated approach can identify a causal relationship between marketing communication and emotions on an analytical level. Pairing ET with biometric data gives the opportunity to collect unbiased, behavioral, quantitative data. EEG allows for the monitoring of large-scale human brain activity patterns noninvasively and with millisecond precision.

It measures changes in the electrical fields of the brain by reading electrical signals as they register with varying degrees of frequency and amplitude across a series of electrodes applied to the scalp [Ariely and Berns, ]. EEG captures variations in brain waves, and the amplitudes of the recorded brain waves correspond to certain mental states when the brain undergoes any stimulus [Agarwal and Xavier,, p.

Some alternatives, providing for a larger number of channels, have been proposed. A revised system, called the electrode placement system is based on the same landmarks as the system, but it involves the addition of electrodes 1. More closely spaced electrodes in the system clearly provide better spatial resolution [Acharya et al. The most commonly noted, commonly present, and easily recognized rhythm in clinical EEG interpretation is the alpha rhythm.

It has a frequency of 8—13 Hz, with amplitude between 40 and 50 mV in adults, and is present over the posterior head regions. Alpha activity can be suppressed or desynchronized when individuals open their eyes, engage in mental activity, or become alert or drowsy [ Pizzagalli, ], so it attenuates or disappears with concentration, drowsiness, stimulation, or visual fixation [ Stern, ].

According to Winkler et al. Frontal asymmetry in alpha oscillations has been studied in research on individual differences in emotional and motivational processes. It refers to the average difference in brain activity between the left and right frontal areas, measured as hemispheric differences in alpha power in EEG recordings [Harmon-Jones et al. Frontal asymmetry, assumed to be associated with individual differences in emotional responses [Quaedflieg et al.

This index captures a particular asymmetry in spectral power between hemispheres and is normalized between 0 perfect symmetry and 1 maximal asymmetry [Billeci et al. The excellent time resolution of the EEG allows for the analysis of short-term changes in motivation over the course of a stimulus presentation e.

This term refers to any electrical potential that is recorded on an EEG but does not originate in the brain they can be both physiological and nonphysiological [Freeman and Quian Quiroga, ]. ET is used for the analysis of visual attention and, from the perspective of NM, it seeks to associate visual attention with the cognitive and emotional responses of consumers [ Santos et al.

According to Romano-Bergstom and Schall [, p. Most modern eyetrackers rely on a method called corneal reflection to track the location of the eye as it moves. In this case, light source is used to illuminate the eye, which then causes a reflection that is detected by a high-resolution camera.

The captured image is used to identify the reflection of the light source on the cornea and in the pupil. Then, advanced image-processing algorithms are used to establish the point of gaze related to the eye and the stimuli [Romano-Bergstom and Schall, , p. In order to understand the ET operation, basic attributes must be clarified. Generally, eye movements consist of a series of fixations and saccades while viewing images or reading information.

The duration describes the length of time that a user fixates on a particular area on the screen. It is used to understand whether the subject is paying attention to a specific visual element. A fixation is usually defined as a relatively stable state of eye movement ranges from to ms, depending on the viewed materials , and a saccade as the rapid eye movement between 2 consecutive fixations [Rodrigues and Rosa, , p. During fixations, the eye is almost completely still and information can be extracted from a stimulus; during saccades, the focus of visual attention is moved to another location [Azevedo and Aleven, , p.

Long prevalence at a certain region points to a high level of interest, while shorter prevalence times may indicate that other areas on the screen might be more catchy [Imotions ]. Duchowski [, p. To interpret ET data, the researcher must choose some aspects dependent variable or metrics to analyze in the data stream.

It is difficult to provide general guidelines to suit all specific experiments. The aim here was to provide something of a workable context or framework for designing an ET study.

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According to Sebri and Zaccour [], private labels PLs brands sold exclusively by retailers are no longer a marginal phenomenon in retailing. Cuneo et al. The latest Private Label Manufacturers Association PLMA [] data shows that the popularity of PL keeps growing across Europe, with increasing interest in this topic among both managers and academic researchers [ Koschate-Fischer et al.

Poland led the way among the Central and Eastern European countries, climbing 1. For the consumer, PL represents the choice and opportunity to regularly purchase good-quality food and nonfood products with savings compared to purchasing manufacturer brands without waiting for discount. Most of the scientific interest in PLs is in terms of the impact they have on the food market with reference to national brands [ Gaviglio et al.

Doyle [] explains that customers show different responses to different categories of PLs and, in terms of beauty products, consumers feel bigger personal risk, making this category problematic for PL producers to increase their market shares. Moreover, among the 10 top categories in store brands, dollars, and unit sales gains by channel in the U. With these constraints, a homogeneous group in terms of gender, age, and laterality was recruited, which is important in experiments such as this.

When recruiting subjects for the study, a determinant criterion was that they had to have been shopping on a weekly basis in supermarkets that have both national and own-label branded products. This guaranteed that the subjects were aware of the existence of national and PL products and also guaranteed that they were acquainted with market prices. Pictures of high-quality products were combined on the gray board instead of white, in order to avoid distracting the participants.

EEG and eye movements were recorded simultaneously after participants were informed about the procedure and the purpose of the study and they had signed an informed consent. Anonymization of the participants was followed. The research was conducted in a protected environment, under strict hygiene conditions. All subjects received financial compensation for their participation. The data were recorded at a sampling rate of Hz and online bandpass filtered between 0.

A set of baseline tasks 3 minutes: a 3-choice vigilance task, an eyes-open rest task, and an eyes-closed task was performed to ensure that the EEG system was working properly. Participants were instructed to remain relaxed for the duration of the recording. This eyetracker has an accuracy of 0.

To calibrate the eye position, a 9-point grid was used. The experiment was carried out in a quiet room with controlled level of luminance.


IMotions version 6. Detecting and removing artifacts in the EEG data due to muscle activity, eye blinks, electrical noise, etc. Advanced brain-monitoring algorithm was used to detect and automatically clean the artifacts in the EEG signal in the time domain related to amplifier saturation and deviations.

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Discrete wavelet transform was used for denoising nonstationary signals, such as blink artifacts and muscle movements. After the decontamination, the EEG signal was analyzed in a second step. First of all, there are important biological and behavioral differences between the 2 genders [ Regitz-Zagrosek, , p. In the marketing literature, researchers have examined gender differences in different streams of research, such as message processing, price promotions, impulse purchases, advertising, and attitudes toward shopping forms [ Sohail, , p.

In the literature on the subject, it is said that women seem to possess a higher esthetic sensitivity to the design of products [ Krishna, , p. Gender had a significant influence, in that females indicated attaching more importance to esthetics than males [ Creusen, , p. The esthetics is basically in the eyes, and the perception formed is based on the senses of the observer [Baisya and Das, , p.

Thus, the first hypothesis reflects this difference. It is assumed that the longer the subject is looking, the more he or she is sensitive to esthetic aspects. It has been observed that many consumers are sensitive to price while making purchase decisions [ Vicdan et al. It is also assumed that perceptions of quality are positively correlated with price [Rao and Monroe, ].

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In the past, there was a general assumption that PLs were for low-income households or those that needed to economize by buying bigger sizes [Lincoln and Thomassen, , p. Nowadays, it is rather considered smart shopping to purchase PL products of supposedly comparable quality for a much lower price [Kumar and Steenkamp, , p. PL brands have become increasingly essential in the marketplace, since they have come to represent better selection, value, and savings for many consumers [ Wu, , p.

Because price is a differentiating characteristic, allowing for distinguishing between PL brands despite the similar price , its influence is also studied [ Santos et al. This hypothesis is verified by comparing the choices measured on the Juster scale in the 2 parts of the research products projected without and with the product market price. Identifying the motives that underlie a buying decision is sometimes quite easy, but at other times, it may be impossible.

The gap analysis

At the third, latent level, customers cannot explain the factors motivating their buying actions because these are unconscious or subconscious motives [ Cant et al. To further complicate the situation, a purchase is often a result of multiple reasons even in conflict with another. Implicit attitude measures are valid predictors of behavior across very different domains, including person perception, nonverbal behaviors, and consumer choices [ Greenwald et al. Therefore, it is proposed the following:. As the majority of consumer studies on PLs focus on the food market [i.

Determining Choice of Purchase Determining Choice of Purchase
Determining Choice of Purchase Determining Choice of Purchase
Determining Choice of Purchase Determining Choice of Purchase
Determining Choice of Purchase Determining Choice of Purchase
Determining Choice of Purchase Determining Choice of Purchase
Determining Choice of Purchase Determining Choice of Purchase

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