Melanie prefers to shop at Target for most of her household needs even though the same products and brands are available at Kmart. She prefers the service, location, and friendliness of the employees at Target. Melanie's reasons that influence her decision to shop at Target are called
A) social needs.
B) learning processes.
C) patronage motives.
D) product attitudes.
E) retailer attitudes.

Question

Quizplus · Accepted Answer

Melanie's decision to shop at Target over Kmart is based on patronage motives, which refers to the factors that influence a shopper's decision to choose one retailer over another. In this case, Melanie prefers Target due to factors such as service, location, and employee friendliness.

Melanie Prefers to Shop at Target for Most of Her