Why We Buy Paco Underhill describes shopping as, “Human beings experiencing that
ID: 335358 • Letter: W
Question
Why We Buy Paco Underhill describes shopping as, “Human beings experiencing that portion of the world that has been deemed for sale, using her senses – sight, touch, smell, taste, hearing – and then choosing this or rejecting that (or choosing or rejecting it all, I suppose) on the basis of … something”. He further goes on to say, we buy things today more than ever based on trial and touch. Based on this notion please answer the following questions:
1. Briefly describe the three ways fans/customers can go about buying tickets (online, in-person, on the phone).
How are the senses (i.e., sight, touch, smell, taste, and hearing) used in each of these buying methods?
What can we do as sportmarketers to improve upon each method (i.e., online, in-person, on the phone) to maximize sensory perception and thus increase the likelihood of a fan purchases tickets?
Explanation / Answer
Fans/customers can buy tickets in three ways , they are by -
1.online- Online is the most convenient way of buying a ticket as it is less time consuming and it cost effective as the person does not have to go to a certain place to purchase a ticket.In online purchase the person can see ,hear the deals and experience a visual picture wile purchasing a ticket.There are several ways like online campaigns,promotional videos, contests which can be created to increase the sale of the tickets.
2.In-person- In-person the customer has to go to the ticket window to purchase the ticket .The ticket window can be at several places.In can of buying the ticket in - person the senses which are involved are touch,sight and hearing.The person can see the ticket ,hear the deal on the ticket and touch the ticket.On the spot offers can be provided with combo deals on meals to increase the sales.
Phone-People can book their ticket over a phone call and either make a payment through a online mode of on the venue according to the policy of the wednder.Over the phone only the sense of hearing is involved.Offers can be given to the person with discount on large /group ticket booking and discounts can also be given on advance payments.
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