Know-How Exchange : Strategy

Hi gennie -

Buyers shopping at department stores are probably more price sensitive than boutique shoppers and overall are likely to be less brand loyal. Factors influencing brand decisions may include brand image, price, fit, durability, promotions, word-of-mouth marketing and valued opinions of those close to the consumer.

Buyers are restricted usually by the brands carried, although this is somewhat dependent on the buyer. For example, convenience may be a major factor to a buyer, so if the dept. store or boutique is close by, in this case the buyer is restricted by availability. Similarly, price sensitive buyers are more restricted than others. Of course, buyers can have some influence by communicating with the retailer about their preferences, but only if these factors have less importance in their purchasing decision.

Hope that helps,
Joy