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Purchase Modes and Selection Paradigm

We also need to recognize that shoppers can be in different purchase modes, and this leads to different selection paradigms. First, the modes can be planned or opportunistic. Some purchases are carefully decided based on shopping lists, research, or careful planning. Others are opportunistic, responding to chance meetings with products in the store.

At the moment of purchase, there are also different types of decision making. Some decisions such as repeat purchases are instinctual, not involving the conscious mind. For these, presenting the shopper with the 100 or so SKUs is the most important factor. Other purchases are decisional, through evaluation and selection, so the use of shopping lists or reminders to buy can help to trigger a decision.

There are also two ways that shoppers view purchases within their trips. The first is that the purchase is mostly not pleasurable or fun, but strictly a chore and should be completed as quickly as possible. The second is a hedonic view, where the purchase is pleasurable, and they might enjoy a leisurely purchasing experience for the item.

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