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? Purchase
The purchase stage in the consumer decision process is the point of acquisition of the product. A consumer's purchase intention can change at this stage and can be influenced by many different factors. A consumer has to decide whether to purchase, when to purchase, what and where to purchase, and the form of payment to use. Time, money, and attention costs are all incorporated in making a purchase. Many determinants play a role in the consumer's decision to make a purchase.
The retail image plays a significant role in the purchase decision. The interviewees all had a similar image of Supre. They described the store's image as having a younger female target market. Supre gives off the image of selling trendy, affordable clothing and accessories. On the other hand, Billabong targets both male and female consumers. Their retail image is more of a "surfer" or beachwear style clothing and accessories store. Billabong is also perceived as having a higher price to its products than Supre. The interviewees were familiar with both brands and many had friends that wore each brand.
When deciding on a product to purchase, location is also an important factor. Both Supre and Billabong consumers chose the location of their purchase primarily due to convenience. They tend to go to the shopping center that has the least travel time; therefore, it tends to be convenience shopping trip rather than destination shopping trip. Some of the interviewees stated that they choose certain shopping centers based on the variety of other stores in the center. Supre only sells its products in its ow ...