with trade names or reputations. Manufacturers
try to instill this loyalty in customers to encourage
them to continue to buy their products.
Patronage motives involve customers
who consistently buy from certain retailers
or favor particular stores. The reasons why
customers choose to shop at one store rather
than another may be based on reputation, image,
merchandise assortment, or price. Other factors
include convenience of location and customer
services, 13-6. Retailers try very hard to gain
loyal patronage from their customers. However,
less long-term loyalty exists among shoppers
today. Patronage decisions now seem to be
based on where consumers think they are getting
the best value at the time.
Product and patronage motives are based
on a combination of rational and emotional
buying behavior. Different consumers prefer
different kinds of products and retailers. It is
important for retailers to evaluate what customers
think about their stores, catalogs, TV channels,
or Web sites, as well as the products carried.
Also, different consumers might see or use a
particular retailer differently.
Differentiating from
Competitors
Because of the vast number of retailers in
existence, there is strong competition among
individual stores for customers’ time and dollars.
There are four types of apparel retail competition
Direct competition is between two or more
retailers using the same type of business
format. For instance, the Gap and The
Limited are in direct competition because of
their similar merchandise, customer service,
prices, and locations. The retailers shown in
13-7 and 13-8 are in direct competition with
each other. Regional drugstore chains are
often in direct competition with each other,
as are small, independent dress shops.
•
The Buying Motive Continuum
Totally
rational
buying
decisions
Consumer “A”
tends to make
buying decisions
here
Consumer “B”
tends to make
buying decisions
here
Consumer “C”
tends to make
buying decisions
here
Totally
emotional
buying
decisions
13-5 This scale shows various degrees of rational and emotional responses that people
might use when making purchasing decisions. Also, the same consumer will fall at different
places along the continuum at different times and when buying different products.
Talbots/AEON Group
13-6 Loyal customers shop at Talbots stores because of the merchandise assortments and
customer services that satisfy the company’s target market.
Chapter13.indd 256 Chapter13.indd 256 3/21/2008 3/21/2008