MKTG2112 Lecture Notes - Lecture 4: Impulse Purchase, Relationship Marketing, Ikea

• School: University of Sydney
• Department: Marketing
• Course: MKTG2112
• Professor: Julie Francis

Document Summary

Physical retail outlets: malls, megastores, speciality stores, convenience stores, department stores. Non-store outlets: online, catalogue, auctions, markets, garage sales, buy-swap-sell, tv, phone. Planned purchase versus unplanned purchases: intended to buy versus impulse purchase. Pick outlet first, then consider what to purchase. Product first, outlet second outlet first, product second simultaneous. Multichannel: physical store and website, mobile apps, social media. E. g. you can buy it at online store but have it delivered to the physical store. Omnichannel system acknowledges the brand outlet decision sequence, that consumers are going to be undergoing this sequence and so they want to facilitate and streamline it. Post purchase dissonance: doubt and anxiety about correctness of purchase decision. Often having too many options overwhelms consumers and makes them rush into a purchase to avoid spending too long considering options. Level of commitment and or irrevocability of purchase. Free returns: warranty, trial periods, assistance and reassurance during purchase period, testimonies.