I I
Study: Suggestions do sell
By Chris Carroll
Staff Reporter
When shopping for gifts or
clothes, people are more likely to be
influenced by suggestive selling than
when they are in a grocery store, a
recent study by marketing professors
showed.
Those purchasing groceries tend
to favor particular brands and gener
ally will purchase them, rather than
less expensive brands, said Shelley
Tapp, assistant professor of market
ing at the University of Nebraska
Lincoln.
Gift shoppers tend to be looking
for ideas as well as gifts, she said, and
rely on window displays and sale
speople for suggestions, unlike the
grocery shopper.
Tapp and Jeff Stollman, a former
assistant professor of marketing,
conducted the research.
Tapp said students from business
classes in the fall of 1987 were asked
to fill out questionnaires about their
shopping behaviors. Interviews also
were conducted for the study, she
said.
The sampling was representative
of typical shoppers, Tapp said, as
more than 60 percent of the students
were older students, married or lived
in apartments off campus.
A gift shopper is more likely to
enter a store if a window displays
gifts that correlate with the price and
subject matter he or she had in mind,
said.
nee a customer is in the store,
Tapp said, “How well your salesper
son can click with customers,” so
lidifying ideas for them, wili deter
mine if a sale is made.
Although gift shoppers are look
ing for suggestions, these shoppers
have a more definite price range in
mind then does the grocery shopper,
said.
te said those purchasing gifts for
others or clothes tor themselves will
lake time to compare a more expen
sive item to one less expensive.
A shopper tends to consider who
the gift is intended for and if a less
expensive brand would be appropri
ate to the situation, Tapp said.
When completing an outfit for
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themselves, shoppers may opt for the
more expensive ones, especially if
the outfits will be used for special
occasions.
She said one way a salesperson
can increase an overall sale is to sug
gest additional accessories, such as a
scarf or belt.
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