Simpsons-Sears Catalogue Image in Saskatoon
Bachynsky, Stephen George
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Department stores present a package of goods, services, and atmosphere to their customers. The package, that the merchant believes he is offering to his potential customers via his communications mix, may not be the same package that the potential customer sees for himself. The merchant feels that he has advertised the features of his merchandise and store which will attract the potential customers. However, what attracts the customers may be an item which the merchant has not seen as an important component of the package. This component is seen as part of the package by the potential customer as a result of his experiences, and as a result of the experiences of others with whom he is familiar. Some of these unknowns are 1) the general reputation of the store, 2) the taste and style of the advertising, 3) the knowledge and politeness of the employees of the store, and 4) the convenience or difficulty encountered when shopping at the store.