consumer and market behavior

Direction: This case study is prepared to practice how to apply what students have learned in this course to real marketing situations. By using this worksheet, students are able to figure out appropriate solution(s) for resolving one suggested marketing problem. It is suggested that given one specific goal of this case study, students need to read the following steps before composing one final written document. Submit an individual WORD or PDF answer file to the dropbox by due date and time. If they do not submit answer file, they will not achieve any participation scores. (10 points) Main Goal. Before making any purchase occasions, consumers are highly likely to exhibit store choice decisions. Regarding store choice decision process, Spiggle and Sewall (1987) propose one conceptual framework which is called Retail Selection Process Model. This model illustrates how consumers choose one specific retail store after going through several different stages of awareness, evoked, action, interaction, and choice as shown in Figure 1. Also, Table 1 shows how the outcomes of choosing each retail store in percentage. Given this background, the goal of this case study is 1) to design a survey questionnaire which makes it possible to get the numbers in percentage for retail stores at each stage in Table 1 and 2) for chosen retail stores, suggest any ideas of how to improve an overall performance after identifying their major problems. Figure 1. The Retall Selection Process Model FIGURE 2 Structure of choice Sets TOTAL UNAWANG AWARDS ST CO NET VORED SET C- NAGYON GET ACTION SET (10) QUI SET INTERAGE AVON ROY GET C> RETAIL NOT CHOBEN RETAILER CHOSEN Table 1. Percentages of Respondents for Five Sets TABLE 1 Percentage of Respondents Placing Store In Awareness, Evolcad, Action, Interaction, and Choice Sets" Awareness Evoked Action Interaction Choice Fine Jewels 90 Fine Jewels 74 Fine Jewels 56 Fine Jewels 36 Fine Jewels Saturn 90 Saturn B4 JewelWorld 53 JewelWorld 26 Saturn JewelWorld 82 Jewel World 53 Lewis 34 Lewis 22 Lewis R. Wolf 77 Lewis 50 Kary 29 Saturn 17 JewelWorld GemMart 75 Luxury 48 Luxury 28 Kary 14 Luxury Lewis 74 Kary 3 Satum 1 28 Luxury 13 Hargrave 4 Mass Mart 69 Satun | 35 Stoics 21 Stoics 10 Kary 3 Luxury Stoies 27 Gregory 19 Sirens 10 Saturn 11 3 Saturn 11 68 Gregory 25 Gem Mart 17 Saturn 11 9 Gregory 2 Kary 63 GemMart 24 Sirens 17 Gregory 9 Sirens 2 Gemstone 48 R. Wolf 23 R. Wolf 16 Hargrave 9 Gemstone Stolcs 45 Sirens 20 Saturn 15 GemMart 6 Beller's PriceRite 43 Hargrave 19 Hargrave 13 Gemstone 4 PriceRite Gregory 39 Gemstone 15 Beller's 6 R. Wolf 3 R. Wolf Sirens 36 Beller's 11 Gemstone 6 Beller's 3 A A Grey