Special Session Summary Retailing From a Behavioural Point of View

Citation:

Bernhard Swoboda (2001) ,"Special Session Summary Retailing From a Behavioural Point of View", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 101.

European Advances in Consumer Research Volume 5, 2001      Page 101

SPECIAL SESSION SUMMARY

RETAILING FROM A BEHAVIOURAL POINT OF VIEW

Bernhard Swoboda, Saarland University, Germany

SESSION OVERVIEW

All papers deal with recent retailing phenomena from a behavioural point of view. Swoboda analyses preferences of convenience shoppers and traditional shoppers for different retail formats. He indicates important attributes for retailing strategies focussing on the convenience shopper on the basis of a conjoint analysis. Morschett analyses the question of brand equity from a retailer’s perspective. He develops a model of influence factors on and effects of a retail brand. Terlutter and Diehl use an environmental approach to trade. Terlutter suggests to make more use of the lifestyle when designing trade environments. He recommends to replace the variable personality by the lifestyle in the environment model of Mehrabian/Russell (1974). Diehl offers a model of consumer behaviour for internet stores. She transfers the knowledge gained from real shops to virtual shops taking the specifics of the internet into account.

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