Outlet Vs Retail Dimensions responsible Apple Vs Google Outlet selection criteria Shopping orientations and kind of shoppers Perceived risk and kind of store choice Differentiators and criteria for choice of outlet

2. Does it
affect the
psychology
of
consumer
to buy
from
Outlet or
elsewhere?
Outlet
choice vary
with kind
of product
to be
purchased?
Image of
Outlet ,
does it
affect
purchase?
Store vs
Retail
outlet
dilemma
Exclusive vs
multi brand
outlet
choice
criteria
DIMENSIONS TO PONDER

3. Why Do Outlet Stores Exist?
https://www.youtube.com/watch?v
=nzXoeUaAuCs
https://www.clsau.com/member/download/
files/244/clsau_thecultofluxurybrand_07051
8_final.pdf
https://hbswk.hbs.edu/item/why-do-outlet-stores-exist
Peep into

4. OUTLET vs RETAIL

5. https://www.youtube.com/watc
h?v=8WJz-85zzd0
https://www.youtube.com/watc
h?v=HJ4FM8HU6UQ
Outlet Store

6. https://www.youtube.com/watc
h?v=Z-0Zp7xcaM0
https://www.youtube.com/watch
?v=Z12NJ3Hyf8s
Retail Store

7. CDM and Store Choice

8. Outlet Image
Consumer
Characteristics:
Rational,
economical,
impulsive, etc..
Point of
Purchase
Displays
Stock out Sales Personnel
Outlet Selection Criteria

9. Advertising:
discount,
price,
competition,
target
Outlet
Location
and Size:
Involvement
of product,
etc.
Price
reductions
Store
layout
Making
actual
Purchase
Outlet Selection Criteria

10. • Inactive shoppers
Not enjoy shopping and are not concerned much with price, product selection,
etc.
• Active shoppers
Knowledgeable and balance price with quality, fashion, attributes, etc.
• Service shoppers
Both in-store and after-sales service is their main consideration.
• Traditional shoppers
They are active shoppers and engage in outdoor activities and not price
sensitive.
• Price shoppers
They are price conscious.
• Dedicated fringe shoppers
Catalogue shoppers, not store loyal, not heavy socializes ,do things by
themselves.
• Transitional shoppers
They are experimental and keep changing stores and products.
Shopping Orientation
Shopping Orientation and Store Choice

11. • Perceived Risk:
 Financial risk →paying more
 Social risk →does not meet the approval of
social group
 Psychological risk →loss of self-esteem.
Others buying at cheaper rates
 Performance risk →not performing
 Physical risk →bodily harm, faulty brakes
adulterated food etc.
Perceived Risk and Store Choice

12. Dimensions of Risks

13. Ambient Conditions vs Store Choice

14. Ambient Conditions vs Store Choice

15. Retail Outlet first and Brand Second
• Image advertising
• Margins to sales person
• Shelf space
• POP
• Display settings
Retail Outlet vs Brand Selection

16. Brand first and Retail Outlet Second
• Brand already in EVOKED SET
• Brand used as PULL to bring customers to outlet
• Needs good pre sales service at Outlet
Contd…

17. Brand and Retail Simultaneously
• Brand is already in “Preference Set”
• Positive relation with specific Retailers
• Prospective customer to be “Carried Over” to
“Purchase decision” by Sales person
• It is confusing sometimes if it is Multibrand
Contd…

18. Shopper Stop( Pleasant, easy going,
satisfied)
Landmark ( Variety of books)
Commercial Street in Bangalore
( textile)
GK, South Ex Delhi Market( High end)
Palika Bazaar Delhi( Variety and
cheap)
Décor, Lighting, Moving, Space,
Layout, Parking, Cleanliness,Comfort,
Bundling of products,Delivery, etc
DIFFERENTIATORS

19. Analysis of
product
category
Distribution
of national
brands
Specialized
offerings
Enough
brands to
market
Can demand
be met ?
Criteria for Retail Store

20. https://www.youtube.com/watc
h?v=f8cyvpJYZlk
Quality, Price, Variety
https://www.youtube.com/watc
h?v=dOt4NkcmIUg
Ultra-convenient, Ultra-flexible
and Ultra-social.
Videos to help understand concept

21. https://www.youtube.com/watch?v=rTza57eCQ1A
How Do Customer Experiences Change with Online
Stores vs Physical Stores?
https://www.youtube.com/watch?v=FfRdajGlRFw
The Future of Retail
https://www.youtube.com/watch?v=F4DeaY9i79s
How will stores of the future captivate the
consumer?
https://www.youtube.com/watch?v=9oreDraMvHw
True cost of discounts at factory outlets
Must Watch

22. Enjoy Unlearning old and learning new