MARKETING MANAGEMENT
CONSUMER BEHAVIOR, ELECTRONIC COMMERCE, AND CHANNEL
STRATEGY
The utility form means the channel transforms raw materials into finished goods and
services in a form that consumers want to buy in time, place, and ownership. Distribution channels
have a very important impact on consumer influence, cognition, and behavior. behavior of
consumers. In turn, consumer actions at the retail level determine the success or failure of
marketing strategies and have an important impact on consumer influence, cognition, and
behavior. Determine the success or failure of marketing strategies and have an important impact
on selection of future strategies.
Influence and Store-Related Cognitions
Various affective and cognitive processes can be discussed in relation to retail stores.
However, we will focus on two key variables of managerial concern at the retail level: store image
and store ambience and store ambience. Although the marketing literature is not clear about the
exact distinction between these two variables, it is evident that they are both relate to the influence
of store attributes on consumers' affect and cognition, rather than on how marketing managers
perceive the store.
Image Store
For the purpose of treating store image as what consumers think about a particular store.
This includes perceptions and attitudes based on sensory store-related stimuli received
through the five senses.
Store Atmosphere
Robert Donovan and John Rossiter argue that store atmosphere involves a primary influence
in the form of an emotional state within the store that consumers may not be fully aware of
when shopping. At Basically, the behavioral approach model refers to moving towards and
avoiding behavior from various avoidance of various environments
Store-Related Behaviors
, Marketing managers aim to encourage many behaviors in the retail store environment. Two basic
behavior types are discussed here: store contact and store loyalty.
Store Contact
Store contact involves consumers searching for, traveling to, and entering a store. Other
commonly used tactics include store coupons, rebates, and local advertising. A number of
variables discussed in this chapter also relate to obtaining store contact. Store visibility and
its distance from consumers are other variables used to select a location that can increase
store contacts.
Store Loyalty
Most retailers do not want consumers to come to their stores once and never return; instead,
they seek repeat patronage. Store loyalty - the intention and behavior of repeat patronage -
can be greatly influenced by the environmental setting, especially the reinforcing properties
of the retail store.
Store Environment
As we noted earlier, retail stores are relatively closed environments that can have a
significant impact on consumer affect, cognition, and behavior. In this section, we consider three
key decision areas in designing an effective store environment: store location, store layout, and in-
store stimuli.
Store Location
Although not part of the internal store environment, store location is an important aspect of
channel strategy. A good location allows for ready access, can attract a large number of
consumers, and can significantly alter consumers' shopping and purchasing patterns.
Store Layout
At a basic level, the layout affects factors such as how long consumers stay in the store, how
many products consumers are visually in contact with, and consumers' travel routes within
the store. There are many types and variations of store layouts; the two basic types are grid
and free-form.
In-store Stimuli
In most environments, an infinite number of stimuli can affect, cognition, and behavior.
Retail stores are no exception. Stores have many stimuli that influence consumers: characteristics
