cristian dohi, lena grosse, nicklas peele
DESCRIPTION
Cristian Dohi, Lena Grosse, Nicklas Peele. Formulating B2B hypothesis. Performing retail audit. Testing the retail hypothesis. Hypothesis 6. Some specific consumer decision-making (CDM) styles relate more than others to specific primary reasons for the shopper visiting a mall. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Cristian Dohi, Lena Grosse, Nicklas Peele](https://reader035.vdocuments.mx/reader035/viewer/2022062400/568168b3550346895ddf81ac/html5/thumbnails/1.jpg)
Cristian Dohi, Lena Grosse, Nicklas Peele
Testing the retail hypothesis
Performing retail audit
Formulating B2B hypothesis
![Page 2: Cristian Dohi, Lena Grosse, Nicklas Peele](https://reader035.vdocuments.mx/reader035/viewer/2022062400/568168b3550346895ddf81ac/html5/thumbnails/2.jpg)
Some specific consumer decision-making (CDM) styles relate more than others to specific primary reasons for the shopper visiting a mall
Hypothesis 6
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• Exploratory research
• Unrepresentative sample of 527
• Convenience sample
• Incentivized questionnaire
• Likert 5-point scale
• The malls = tourist hotspots
Limitations
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Attribute Jimmy Choo Lacoste Red Wing Karstadt BossLayout 5 4 3 3 5Crowded/Not Crowded 5 2 3 4 5Store’s Interior Floor Covering 4 3 5 3 3Store Fixtures 5 3 3 3 5Width of the Aisles 3 4 2 4 5Signage/Displays 4 2 4 3 4Storefront Signs 5 - 5 3 5Marquee 3 - 3 3 5Entrances 4 - 3 3Window Displays 5 - 5 3 5Sensory Experience Lighting 5 3 2 3 5Color 5 3 5 3 5Noise 5 2 2 4 4Smells 5 3 3 2 5Temperature 5 3 3 4 3
Retail audit - overview
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Retail audit – Jimmy Choo
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Retail audit - Lacoste
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Retail audit - Karstadt
![Page 8: Cristian Dohi, Lena Grosse, Nicklas Peele](https://reader035.vdocuments.mx/reader035/viewer/2022062400/568168b3550346895ddf81ac/html5/thumbnails/8.jpg)
Retail audit – Red Wing
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Retail audit - Boss
![Page 10: Cristian Dohi, Lena Grosse, Nicklas Peele](https://reader035.vdocuments.mx/reader035/viewer/2022062400/568168b3550346895ddf81ac/html5/thumbnails/10.jpg)
• Provide shopping opportunities for men while waiting for their wives
• Create a more complex shopping experience for men by integrating lighting, colors, smells and decorations
• In KaDeWe and Karstadt, better integrate displays with accessories and other leather goods into the existing layout
Recommendations
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Young couple
Buyer/User: the boyfriendDecider/Influencer: the girlfriend
• Age: 25-35
• Entry-level/Working professional in an urban environment
• Getting a first taste of the finer things in life
• Very active in his leisure time
Customer profile
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Young couple
Attribute Price/quality ratio
Quality Fashion
Functional consequence
Saving money
Long-lasting
Exclusivity
Terminal value
Durable shoe
Protection Individuality
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Mature couple
Buyer/Decider/Influencer/User: the husbandUser: the wife
• Age: 40+
• Successful
• Indulges in the finer things in life
• Likes his partner to take part in his lifestyle
Customer profile
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Mature couple
Attribute Quality Prestige Trusted brand
Functional consequence
Long-lasting
Appear wealthy
More comfort
Terminal value
Protection Esteem Reliable shoe in any situation
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Companies that value and promote creative approaches are more prone to be socially responsible in negotiations.
B2B hypothesis
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Images
• Own property
Sources