Cosumer Behaviour Case

11) In the future, shopping malls will become a point of more and more impulse and unplanned buying. Store displays’ and brand names will be the key to drawing the customer into buying a product they have not planned to. Retailers must then use point of purchase stimuli to entice the customer into buying the product. This could be done through elaborate and interactive packaging with the opportunity to demo the product in store. That way the customer has the chance to “play” with the product which could influence whether or not they purchase the product. Brand image and product positioning will become increasingly important to companies as more mall purchases would be based on the perception of the brand or product in the consumers’ mind. Brands will be focused on creating a unique in-store experience not just with elaborate store displays but also including motorized racks, personal shopping, a shopping profile for each customer and other innovative ways of creating a modern and memorable shopping experience for the consumer.

12) I believe counter marketing could be used to a different extent in different situations. There is some potential for counter marketing to increase in store sales in a situation where the product variety is large e.g. in a grocery store. In that case counter marketing could be used to make customers aware of new products or influence them to purchase the product even if they had not planned to. In this case the product being advertised should be easy to locate in the store and placed right in front of the customer so they feel more inclined to purchase. In the case of shopping for example in a clothing store or shoe store where the merchandise is very specific, customers enjoy browsing around and usually do not shop with a set item in mind. In this situation, counter marketing should be kept to a minimum to prevent the customer from feeling bombarded with advertising. The store should focus more on the store display because this would...