AB 219 UNIT 8 DISCUSSION Unit 8: Distribution (Place) Strategy – Discussion Retailing â€” Consumer Perceptions Retailing has an impact on the daily lives of each individual all over the world. Retailing is â€œall the activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness useâ€ (Lamb et al., 2014, p. 231). After reading Chapter 14, you will obtain a foundation for understanding the importance of retailing within distribution channels, and differences in retailing strategies. To better understand the relationship between strategic retailing factors and consumer perceptions, you will conduct a simple observation exercise. Follow these steps to successfully execute this Discussion: Step 1. Download the Checklist attached below. Step 2. Make a product decision: Identify a product to shop for, and then identify two stores as places to look for your product. The two stores must be different types of retailers. For example, you can shop for a new HDTV at Best BuyÂ® and at local electronics stores (specialty retailer). Once you have identified what you are looking for and where you are going to look, visit each store and record your observations of specific strategic retailing factors. Step 3. Make observations in your checklist: Visit two retail store locations and record your observations by taking notes on the following topics (NOTE: You do not need to include your observations in your answer post on the discussion board): Step 4. Answer the following questions in the Discussion area based on your observations noted in the Checklist: a. Identify the retailer from which you would decide to purchase the product. Discuss why you chose the specific retailer over the competitor. b. Discuss the factors that helped you make the decision to purchase the product from the retailer. What are the top three factors that are most important to you in this purchase decision? c. If your decision is not to purchase the item from either store, explain why not. Identify and discuss the three most significant differences you observed in comparing the two retail stores. References Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage Directions for the Discussion To obtain full credit for this assignment, you must answer the available question as thoroughly as possible. Your answer should be thoughtful and composed using complete sentences. Please follow the Discussion Board guidelines as provided in your Syllabus. Be sure to comment on at least two of your classmates’ posts. Your comments should be substantive and well-reasoned. Just agreeing with comments of another student does not fulfill this requirement. KU-Unit 8 Discussion: Retailingâ€” Consumer Perceptions Checklist Name of Retailer: Note: If your product is not available choose a substitute product. Location: Retailer #1- Notes Retailer #2- Notes Why did you choose this retailer? Congestion: Neighborhood of store: Is this store a location that you visit normally? Exterior Atmosphere Is parking convenient? Adequate parking? Cleanliness and size of spaces, lighting What type of building is it? Are competitors nearby? From the outside, is it attractive, clean and inviting? Interior Atmosphere Aisle widthâ€”Are they wide enough or are customers constantly bumping into each other and having run-ins with their carts? Interior Lighting: Number of customers the store can accommodateâ€”is it too crowded? Noise: Loudspeakers, music etc. Store layout and Signage: Are things conveniently located and in understandable departments or sections of the store? Is everything easy to find? Is the cashier easily accessible? Are there enough ca
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