Consumer Perception; Consumer Behavior

Consumer Perception; Consumer Behavior

Cabela has managed to create a niche as a catalog marketer. Although its owners, Jim and Dick Cabela, never expected the business to make significant sales when they launched it in 1961, it has managed to create an impressive name, making it an excellent tourist attraction site. For instance, six million people tourists visit the store each year (Dovey, 2014). The number is significantly higher than that of people who visit New York City to shop every year. The store has also contributed to the development of more businesses as they seek to serve the tourists who visit it. As a result, it has contributed to an increase in jobs in Sidney, Nebraska. Granted, there are 200 more jobs in the town than its residents. The narrative aims to identify the main issues presented in the case.

Barriers Overcome

Cabela has helped its customers overcome some perpetual barriers. One of them is the challenge of getting p what they want. For instance, as shown in the case, one shopper, Jason Gies, stated that he had to drive 1650 miles to visit the Cabela store so to buy a rare used Remington shotgun. One aspect which the store uses to enable its customers to get what they are looking for is to have a wide selection of different goods (Dovey, 2014). Another shopper stated that he had to visit two to three other shops so to get all the items stocked at Cabela. Since Cabela is inclined to having all items which shoppers need, many feel that their needs have been met. They do not have to move from one store to another seeking various items (Ahn, Back & Choe, 2019). Instead, the best approach for them is only to visit the Cabela store. Through the process, they establish that they can get all that they want under one roof. The approach by Cabela, essentially, helps to add to the levels of satisfaction of customers. They attain the idea that it is considerate of their situation and keen to address them.

Another barrier that customers had is the lack of proper customer service from various stores. Cabela has helped its customers overcome the perpetual barrier by offering top-notch services. The strategy has been effective in enabling the store to attract people who hate crowds. The stores of the company are filled with personnel who are fully knowledgeable about the products it offers. As a result, they can cater to the needs of the customers appropriately (Dovey, 2014). The aim is to enable customers to attain a positive view of the services which they are offered. As a result, they can achieve a positive of the company. The knowledgeable employees are keen to inform customers about the various items they stock as well as how they are used (Collier et al., 2018). Therefore, customers attain a positive view of the company, owing to the idea that much consideration is put into enabling them to enjoy the full benefits of the items stocked. Hence, many customers feel attracted to the store, to benefit from the high-quality service offered by its employees.

How Family or Social Influences Affect Reluctant Male Shoppers Who Visit Cabela

Families affect reluctant male shoppers who visit Cabela as women and children go to its stores to buy clothing. Therefore, the men who are not interested in shopping, over time, become interested in visiting the store to find out whether various items could be of benefit to them. The situation, therefore, enables them to learn of the different items in the stores and, thereby, establish that they can benefit immensely from them (Dovey, 2014). For instance, men might be interested in buying items like fishing equipment and hunting guns. They attain the idea that it is also possible for them to get some of the items which would be of benefit to them from the store. The men also become interested in purchasing clothes from the Cabela stores as they establish that those bought by their wives and children are stylish enough (Ahn, Back & Choe, 2019). As a result, they become more interested in purchasing clothes from the stores of the company to also benefit from the high level of quality which they offer.

Social influences affect male shoppers reluctant to visit Cabela stores by making them more aware of them and the various items they sell. Since people from different parts of the nation visit the stores to obtain multiple things that they need, the men attain the view that they are essential (Dovey, 2014). Therefore, they develop the interest to visit the stores to benefit from the various items offered at the stores. Through the process, it becomes possible for them to aim to interact more with the stores. It is through the process that they manage to gain access to the various goods they need and which they believe stand a chance to bear a positive influence on them. The situation makes men more inclined to benefit from the items sold at the outlets of the company.

Needs Satisfied by In-Store Shoppers

Maslow’s Hierarchy of Needs shows that people usually have various inherent needs that have to be satisfied (Fallatah & Syed, 2018). One has to satisfy the needs on the lower level before they could address those found at a higher level. In terms of the in-store shopping experience offered by Cabella, one specific need it offers is physiological needs. People visit the stores of the company to purchase clothing. It is, therefore, possible for them to meet their physiological needs through the clothes which they purchase at the store (Dovey, 2014). The mechanism shows that people can go about their normal activities as usual as they manage to get some of the items which are generally considered to be essential and very important in the life of a person. As a result, people can identify positively with the entity as it is mostly interested in meeting their specific needs. The process is generally essential in enabling people to view the company favorably as they attain the idea that it is more committed to addressing their needs and help improve their qualities of life.

Another need that the Cabela offers is safety needs (Fallatah & Syed, 2018). The stores of the company offer a variety of items that people can acquire as part of their property. The items might act as token and souvenirs, which might also act as a store of money for them. The guns which people purchase at the store might serve as a source of protection. The hunting guns provide people with the chance to use the items for their fun (Dovey, 2014). Essentially, things are important in enabling people who visit the store to improve their quality of life. They manage to acquire items that are more than just the necessities of life. As a result, it enhances the ability of shoppers to attain better life outcomes. The establish the view that the outlets of the company commit to enabling them to meet their needs by providing them with access to various items, which would be of great effect to them. Shoppers are likely to identify more with Cabela and establish that it is geared towards forming a lasting relationship with them.

Conclusion

In the case of Cabela, the company has been effective at addressing perpetual barriers which have harmed its customers. For instance, it has addressed the barrier of customers getting the specific items they need. It has also addressed the barrier of customers failing to have an impeccable customer service. Therefore, it provides top-notch services at its stores. The aim is to enable its customers to be satisfied with the services it offers. Family and social influences have also had a positive impact on reluctant male shoppers by motivating them to visit Cabela stores. Cabela also enables customers to attain their physiological and safety needs as showcased within the Maslow’s Hierarchy of Needs.

References

Ahn, J., Back, K. J., & Choe, Y. (2019). Customers’ needs satisfaction: A scale validation with refinement in the integrated resort setting. International Journal of Hospitality Management, 82, 39-47.

Dovey, L. (2014). Cabela’s: Outfitting America,”America’s 1^st Freedom

Fallatah, R. H. M., & Syed, J. (2018). A Critical Review of Maslow’s Hierarchy of Needs. In Employee Motivation in Saudi Arabia (pp. 19-59). Palgrave Macmillan, Cham.

Collier, J. E., Barnes, D. C., Abney, A. K., & Pelletier, M. J. (2018). Idiosyncratic service experiences: When customers desire the extraordinary in a service encounter. Journal of Business Research, 84, 150-161.