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Who do you think spends more? • What opportunities and threats do these shoppers present? • Which of the two shopper types is in decline?

MKT 410 – Lecture 14.3 SURGICAL vs. IMPUSLIVE CONSUMPTION BEHAVIOR & EXPERIENTIAL BRANDING/MARKETING What is a “surgical hopper?” ‘Surgical’ shoppers are consumers who target specific outlets at specific locations for specific products, with the intention or knowledge of spending a fixed or ranged amount of time and money What is an “impulsive shopper?” ‘Impulsive’ shoppers are those who engage in shopping and consumption behavior, as a leisurely activity, with no specific or determined product, brand, outlet, or dollar-amount in mind • Who do you think spends more? • What opportunities and threats do these shoppers present? • Which of the two shopper types is in decline? • Shoppers today visit an average of three stores during a trip to the mall.. compared to an average of five stores in 2006… • …there’s evidence that impulse buys are on the decline. Stores are messier because people dump so much merchandise before they check out • …The shift is greatest among low-income Americans… on the first day of each month… when government assistance electronically drops into debit cards of millions of Americans… Stores that close overnight report crowds first thing in the morning. • …As Americans are increasingly selective, stores are under more pressure. One or two fewer trips per shopper per month may not seem critical, but multiply that by millions of consumers, and the impact can be devastating for the retail industry “…The online sector, referred to as “clicks,” has been slowly eating up market share in the past two decades. Its total rose from below 5 percent in the late 1990s to about 12 percent in 2019, according to the Commerce Department. In February, online sales narrowly beat general merchandise stores, including department stores, warehouse clubs and super-centers. Non-store retail sales last month accounted for 11.813 percent of the total, compared with 11.807 percent for general merchandise. To be sure, brick-and-mortar sales are higher when including other categories such as auto and restaurant sales….” (Rooney, CNBC Markets, 4/2/19) What do the recent statistics in Online vs. Offline sales tell us about consumer behavior? Are consumers becoming more impulsive or methodical? • Surgical shopping behavior leads to “appointment shopping”: consumers who visit specific stores for specific items at a specific time of the year (like Christmas, St. Valentine’s Day, ‘Back-2School’, etc.), but ignore them throughout the year • Online, people are lingering less at each shopping site than they did in 2008 …more people are going to a site and leaving in a few seconds — 35 percent, up from 25 percent two years ago • shoppers know what they’re shopping for and then they want to go on to the next activity… They’re spending more time searching and shopping instead of browsing • … supermarkets combine store-brands with national brands • … giant retailers bundle items so that consumers have “one-stop-shop” within the giant “one stop shop” stores • … clothing stores feature more “wear it now” items than seasonal items “… [a] study of 2,000 consumers shows they make three of those purchases a week, adding up to $450 a month and $5,400 per year. … 70.5 percent of respondents saying that category was the major culprit… … 85 percent of survey respondents said their impulse purchase involved taking advantage of a deal or discount…

 

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