C H I A R A P O L A C C H I N I , E S T H E R S C H W A R Z , K A T H A R I N A S T I E R

CONSUMER BUYING BEHAVIOR – FIELD TRIP

HYPOTHESES

H10: MALL TYPE AFFECTS SHOPPERS' ACTIVITIES WHILE VISITING THE MALL.

Source: Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method, S. Wesley, M. LeHew, A. Woodside, Journal of Business Research 59 (2006) 535–548

H10: MALL TYPE AFFECTS SHOPPERS' ACTIVITIES WHILE VISITING THE MALL.

Proof:• Checking customer

mall activities by the 4 malls

Source: http://www.lomography.com/magazine/locations/2012/01/11/swimming-without-water http://lizlogic.files.wordpress.com/2012/11/joseph-hancock-man-diving-into-an-empty-pool.jpg

H12: PLANNED EXPENDITURE LEVEL POSITIVELY AFFECTS SATISFACTION.

Source: Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method, S. Wesley, M. LeHew, A. Woodside, Journal of Business Research 59 (2006) 535–548

H12: PLANNED EXPENDITURE LEVEL POSITIVELY AFFECTS SATISFACTION.

Proof: • Planned

expenditures & consumer decision style (CMD)• CMD & overall

mall satisfaction

Source: http://drivingforcemarketing.net/wp-content/uploads/2013/01/happy-woman-shopping.jpg

HYPOTHESES ABOUT OUR DATABASE

H1: The age of a person has an influence on the motivation by self-expression. The older a person gets, the more important is the factor of self-expression regarding the person’s motivation. (Age; Motivation Assessment)

HYPOTHESES ABOUT OUR DATABASE

H2: A collaborating negotiation behaviour affects positively a win-win-situation of a negotiation.Acting according to a collaborating negotiation behaviour leads to a win-win-situation of a negotiation. (CL; Total>13500)

LOCATION OF RETAIL AUDIT

ONSITE MERCHANDISING AUDIT

Source: http://static.tumblr.com/labb4vf/pOZly25ud/adidas_stacked_neo_logo.jpg

• Atmosphere: young & active• Sales people: young,

dynamic, friendly consistent• Consumers: young

people, parents• Promotion: 3 for 2• Guided tour: yes• Special: “Social

Mirror”

Source: http://de.wikipedia.org/wiki/Datei:Adidas-logo.svg

• Atmosphere: sporty, modern• Sales people: sporty,

young, observant, Adidas consistent• Consumers: mixed

demographic• Promotion: 50% Sale• Guided tour:

unsuccessful

Source: http://de.wikipedia.org/wiki/Datei:Puma_Logo.svg

• Atmosphere: minimalistic, bright, chic• Sales people: young,

dynamic, friendly, individual consistent• Promotion:

30% - “Hallo Winter“• Guided tour:

successful• Special: PUMA

advertising on screens, PUMA signs

Attribut NEO ADIDAS PUMAStore‘s Interior 11 11 13

Storefront 10 9 4

Sensory Experience

15 14 15

Total 36 34 32

Source: http://kress.de/tagesdienst/detail/beitrag/100506-zdf-ist-gewinner-des-wm-qualifikationsspiels-am-samstag.html

Source: http://juwelier-zenetti.de/schmuck/fossil-2.html

• Atmosphere: traditional versus young gap• Sales people: young,

relaxed, friendly not consistent• Consumers: mixed

demographics• Promotion: no• Guided tour: no

Source: http://de.wikipedia.org/wiki/Datei:Wempe_Chronometerwerke_logo.svg

• Atmosphere: luxury• Sales people: 8

negative effects• Consumers: middle

aged women• Promotion: no • Guided tour: not

needed • Special: Christmas

decoration

Attribut Fossil WempeStore‘s Interior 11 13

Storefront 8 7

Sensory Experience 13 17

Total 32 37

Source: http://www.sv-robern.de/uploads/pics/Fotolia_15445943_XS_02.jpg

CONSUMER OBSERVATION P U R C H A S E P R O F I L E S

CUSTOMER OBSERVATION (1)• 23 years old• German• Student• Tried 2 jeans and 2

sweaters

• CDM style:- Confused by over choice- Price conscious/value for

money

CUSTOMER OBSERVATION (1)• Longest decision

making process: ¾ h (25 min in the fitting room)

• Purchase value: €49+€39

• Interaction with:Product = 5Store environment = 2Store Personnel = 1Other customers = 0

Source: http://www.adidas.de/frauen-straight-fit-jeans/G79756_180.html

CUSTOMER OBSERVATION (1)Means-end Value Chain

End Means: Attribute Functional /

Psychological Consequences

Value

Jeans Classic She does not stand out from the group

Conforming

End Means: Attribute Functional /

Psychological Consequences

Value

Sweater winter collection 2014

Fashion She feels trendy wearing this sweater

Esteem

CUSTOMER OBSERVATION (2)• 35 years old• Italians tourists• Married couple• Tired 1 pair of winter shoes• Individualism, particularism

• CDM styles:- Impulsiveness/careless- Brand consciousness/price

equal quality

CUSTOMER OBSERVATION (2)• Shortest decision

making process: 10 min• Purchase value: €130

€91

• Interaction with:Product = 2Store environment = 3Store Personnel = 5Other customers = 0

Source: http://www.shop.puma.de/Damen-Schneestiefel-Farinosa-GTX%C2%AE%3A/186678,de,pd.html&cgid=13260#!i%3D0%26color%3D03_black-limestone_gray-virtual_pink

CUSTOMER OBSERVATION (2)Means-end Value Chain

End Means: Attribute Functional /

Psychological Consequences

Value

Female winter shoes

Sporty She feels elegant wearing winter

shoes

Status

THANK YOUFOR YOUR ATTENTION