TAILIEUCHUNG - Lecture Retailing management (6/e): Chapter 4 - Levy Weitz

Lecture Retailing management (6/e) - Chapter 4: Customer buying behavior. This chapter discusses factors consumers consider when choosing stores and buying merchandise and explores trends in consumer demographic segments. | Chapter 4 Customer Buying Behavior Jennifer Sanchez, at San Francisco State University, is beginning to interview for jobs. For the first interviews on campus, Jennifer had planned to wear the blue suit her parents bought her three years ago. But looking at her suit, she realizes that it’s not very stylish and that the jacket is beginning to show signs of wear. Wanting to make a good first impression during her interview, she decides to buy a new suit. Illustration of Buying Process Andrew Ward/Life File/Getty Images 4- Illustration (Continued) Jennifer surfs the Internet for tips on dressing for interviews ( and ) and looks through some catalogs to see the styles being offered. But she decides to go to retail store so she can try it on and have it for her first interview next week. She likes to shop at Abercrombie and Fitch and American Eagle Outfitter, but neither sells business suits. She remembers an ad in the San Francisco Chronicle for women’s suits at Macy’s. She decides to go to Macy’s in the mall close to her apartment and asks her friend Brenda to come along. Jennifer values Brenda’s opinion, because Brenda is interested in fashion. 4- Illustration (Continued) Walking through the store, they see some DKNY suits. Jennifer looks at them briefly and decides they’re too expensive for her budget and too stylish. She wants to interview with banks and thinks she needs a more conservative suit. John A. Rizzo/Getty Images 4- Illustration (Continued) Jennifer and Brenda are approached by a salesperson in the career women’s department. After asking Jennifer what type of suit she wants and her size, the salesperson shows her three suits. Jennifer asks Brenda what she thinks about the suits and then selects one to try on. When Jennifer comes out of the dressing room, she feels that the shoulder pads in the suit make her look too heavy, but Brenda and the salesperson think the suit is attractive. Jennifer decides

• Quản trị kinh doanh
• Retailing management
• Lecture Retailing management
• Retailing strategy
• Merchandise management
• Store management
• Customer buying behavior
• Stimulating need recognition
• Human resource management
• Information systems
• Supply chain management
• Customer relationship management
• Retail mix
• Types of retailers
• Retail marketing strategy
• Financial strategy
• Retail locations
• Retail site location
• Managing merchandise assortments
• Merchandise planning
• Buying merchandise
• Setting retail prices
• Retail communication mix
• Managing the store
• Store layout
• Customer service
• Customer service strategies