Outlet choice vs. product choice

When making a purchase decision, a consumer can follow the sequence:

• outlet selection first, brand selection second

• outlet and brand selection simultaneously

• brand (or item) selection first, outlet selection second

• All of the given answers

For a target market using an 'outlet first/brand second' decision sequence, a manufacturer should:

• develop point-of-purchase displays

• use more exclusive distribution

• implement programs targeted at retail sales personnel

• develop point-of-purchase displays and implement programs targeted at retail sales personnel

For a target market using a 'brand first/outlet second' decision sequence, a retailer should:

• have price specials on brands

• use image advertising

• stock many brands and/or key brands

• have price specials on brands and stock many brands and/or key brands

For a target market using a 'brand first/outlet second' decision sequence, a manufacturer should:

• use brand availability advertising

• develop brand image management

• use more exclusive distribution

• All of the given answers

For a target market using a 'brand first/outlet second' decision sequence, a manufacturer should NOT:

• use brand availability advertising

• develop brand image management

• use more exclusive distribution

• None of the given answers

To reach a consumer who decides using the brand first and outlet second decision sequence for a TV purchase, the retailer should:

• stock many key brands like Sony and Panasonic

• do co-operative advertising with the manufacturer

• do a price special for key brands

• All of the given answers

To reach a consumer who decides using the outlet first and brand second decision sequence for a TV purchase, the manufacturer should:

• distribute in key outlets such as Harvey Norman

• organise point-of-purchase displays in stores

• conduct programs to strengthen existing outlets' promotion of their products

• All of the given answers