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Design and Formulation of Shopper Solution Engineering Model to Increase Purchase Decisions at the Point of Purchase, in ETKA Chain Stores: A Case Study of Shahid Chamran Branch in Tehran

Author Affiliations

  • 1Department of Business Management, Branch, Tarbiat Moddares University, Tehran, IRAN
  • 2Mazandaran University of Science and Technology, Babol, IRAN
  • 3Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, IRAN

Res. J. Recent Sci., Volume 3, Issue (6), Pages 124-131, June,2 (2014)


Marketers have focused on this question that “how can increase purchase decision at the point of purchase and convert shoppers to buyers”. The answer is “by shopper solution engineering”. In other words, retailers and manufacturers should rigorously understandshopper trade-offs and propose an innovative solution to reduce shopper cost and increase shopper benefit. These trade-offs are store inputs and outputs. This approach converts passive trip to delightful shopping experience. Brand new solutions and their metrics, which have been used in the retail world by pioneer stores, were introduced in this study.After precise field research, current situation of the main branch of ETKA chain stores (Shahid Chamran) in the key metrics was tested. The suggested shopper solutions incorporated layered merchandising, serpentine path design, bundling, shopper choice reduction and multi-sensory retailing. Additionally, the proposed metrics were Shopper Purchase Decision Made In-Store (SPDMIS), Double Conversion, Satisfaction rate and Net Promoter Score (NPS). The research method was exploratory-evaluation. Furthermore, observation and interview were the collecting data instruments for measurement of the metrics. 250 shoppers were measured as sample in each metrics. This study found that 75.3 % of current Shopper decisions in ETKA store in three primary categories are made in the store. It reveals that what goes on inside the store, including how the store is designed and what selection is offered and where, has a tremendous impact on sales.


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