pier 1 imports - consumer behavior audit
DESCRIPTION
Consumer Behavior (BU-443) semester long Audit project completed in 2008TRANSCRIPT
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PIER 1 IMPORTSMegan Fraser, Mychal Zito, Nathan Torres
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External Influences
CultureActual to Desired StateDesire to touch for one’s self
SubcultureNorthwesternersSpokanites
Social ClassUpper-middle to upper class
○ Disposable income
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Demographics
Gender
Age
Occupation
Interior Designers
Marital Status
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Internal Influences
ValuesWell-RespectedSense of AccomplishmentSelf-Respect
PsychographicsAchievers vs. Experiencers
PerceptionConditioning
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To Buy or Not To Buy?
Buy
Quality
Selection
Price
Customer Service
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Addressing the Issues
Instant Recognition of Sales Seasonal Needs Getting in the Mood!
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Outlet Image
Location Cleanliness of the outside Day vs. Night? Christmas Spirit!
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Perceived Risk
Pre-Purchase DissonanceReturn PolicyKnowledgeable AssociatesInformation Availability
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In Store Influences
POP Displays Majority are POP Displays
Shelves, Racks, TablesTables Displays
Christmas!
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In Store Influences
Impulse Decisions Checkout Area
Forced to surround it Gift Cards Greeting cards
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In Store Influences
Promotion Holiday Sales Reminders
OutsideInside
Product PromotionClearance
Gift Cards, Credit Cards
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Promotion Awareness?
Clearance Section Hidden? Blocked signs?
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Inside Atmosphere
Ambient Condition Noise Lighting Scent Colors Temperature
Great, no recommendations!
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Physical Features
Touch/Sample Product Working In-Store Displays
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Social Surroundings
Size of AislesStrollers“Butt Brushing”
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Other Variables
Shopping BasketsWhere are they?
Set up“Track”
Adjacency
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Checkout Process
Staff Friendly and Knowledgeable Line Vague and Cramped? Phone Number and Email
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Questions?