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8. Decision Drivers

Retail Factors and Purchase Decision Types

The retail store is a complex environment with thousands of messages presented in a confined space and in a compressed amount of time. As Figure 8.1 summarizes, the average shopper is presented with between 17 items per minute in relatively simple formats, such as a convenience store, and more than 300 items per minute in more complex environments such as grocery and chain drug stores. Confronted with an otherwise overwhelming amount of stimuli, shoppers necessarily employ a variety of coping mechanisms to effectively navigate their way through the store. Shoppers look for ways to simplify their trip and organize their experience. They seek out the marketing material that relates ...