For a target market using a brand first, outlet second decision sequence, a retailer should:

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For a target market using a brand first, outlet second decision sequence, a retailer should have price specials on brands and stock many brands and/or key brands. This is because consumers who are brand-loyal are more likely to be attracted to stores that offer their preferred brands at a good price. Additionally, stocking a wide variety of brands gives consumers more options to choose from, which can increase the likelihood that they will find something they like.

For a Target Market Using a Brand First, Outlet Second