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RETAIL AUDIT & CONSUMER OBSERVATION

RETAIL AUDIT & CONSUMER OBSERVATION. MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER. AGENDA. TEST OF H 13 : ”MALL TYPE AFFECTS PLANNED EXPENDITURE LEVELS”. Proof 1: Average planned expenditures by mall Proof 2: Combination of planned expenditure and mall activities. Mall of America.

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RETAIL AUDIT & CONSUMER OBSERVATION

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  1. RETAIL AUDIT & CONSUMER OBSERVATION MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER

  2. AGENDA

  3. TEST OF H13: ”MALL TYPE AFFECTS PLANNED EXPENDITURE LEVELS” • Proof 1: Average plannedexpendituresby mall • Proof 2: Combinationofplannedexpenditureand mall activities Mall of America Picture Source: http://www.arborscapeservices.com/wp-content/uploads/2013/06/mall-of-america-treescape.jpg

  4. RETAIL AUDIT

  5. 3,8 Quality at reasonable price, without expensive ad campaigns Create loyal customer base with all available marketing instruments 3,4

  6. How does sales staff treat customers? • Nice and friendly • Not too helpful: • “don’t know”  disappeared How are customers guided through the store and addressed? • Big signs at entrance and stairs • Signs on each shelf row • Seasonal products & drinks at • store front • No real guidance • Shelves are placed diagonal • Low shelves

  7. 3,5 Dressing young people who are engaged with their environment and relate to each other Source for the most current fashions at the greatest value 3,5

  8. How do they keep customers in the shop? • Fitting rooms only on the upper floors, not downstairs • Seats, phone charger, photo booth and interactive screens Type of customers? • Mostly young, some middle-aged people • Mostly young & middle-aged people How are products presented? • Dummy displays throughout the store • Clothes arranged by style • Men on extra floor • Wooden tables and racks • Clothes arranged by colors • Men and women clothes on both floors

  9. 4,1 “Huge variety, passion for Service at low prices”

  10. How do they keep customers in the shop? • Frequent seating possibilities to test products • In-store cafe How does sales staff treat customers? • High “customer/sales person”-quota • Knowledgable and helpful • Free sales staff approaches browsing customers to offer assistance How are products presented? • “Store-in-store” • Products are stored in piles • Manufacturer-themed areas

  11. CONSUMER OBSERVATION

  12. Two men, 60 years Group of men, one leader Need recognition Replacement for old TV in living room Fulfill the need of someone else Information search Learning process while browsing Ask sales person in Saturn, but keep looking alone as well Customer service representative explains all the details and functions

  13. Evaluation of alternatives Consider one more expensive alternative Sales person shows alternatives (4 products) Buyer is decider Calls principal for approval of buying Purchase Buys LG TV on offer for 999€ Buys LG TV on offer for 999€ ?

  14. HYPOTHESIS • H1 Every valueorientedpersonis a creativeperson( frequency) H2 The older the person the more frequent labeled behavior occurs ( Pearson‘s correlation coefficient r1 = 0,51, r2 = 0,48) „Labeledbehavior“ Correlationcoefficient Attributes (Negotiationbehavior)

  15. RETAIL AUDIT & CONSUMER OBSERVATION MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER

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