Chapter 9 Buying and Disposing CONSUMER BEHAVIOR, 9e Michael R. Solomon 12/20/10 Copyright © 2011 Pearson Education, Inc.

publishing as Prentice Hall 9-1

Chapter Objectives When you finish this chapter, you should understand why: · Factors at the time of purchase dramatically influence the consumer decision-making process. · In addition to what a shopper already knows or believes about a product, information, a store, or Web site provides can stro ngly influence a purchase decision. 12/20/10 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9-2

Chapter Objectives (continued) · A salesperson can be the crucial link between interest in a product and its actual purchase. · Marketers need to be concerned about a consumer's evaluations of a product after he buys it as well as before. · Getting rid of products when consumers no longer need or want them is a major concern both to marketers and to public poli cy makers. 12/20/10 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9-3

publishing as Prentice Hall 9-4 .Figure 9. Inc.1 Issues Related to Purchase and Postpurchase Activities · A consumer's choices are affected by many personal factors¼and the sale doesn't end at the time of purchase 12/20/10 Copyright © 2011 Pearson Education.

Inc.Situational Influences 12/20/10 Copyright © 2011 Pearson Education. publishing as Prentice Hall 9-5 .

temperature · Co-consumers as product attribute · arousal · Interpretation of arousal: density versus crowding · Type of patrons Large numbers of people 12/20/10 Copyright © 2011 Pearson Education.Social and Physical Surroundings · Affect a consumer's motives for product usage and product evaluation · Décor. publishing as Prentice Hall 9-6 . odors. Inc.

Inc.Temporal Factors: Economic Time Timestyle Time Poverty 12/20/10 Copyright © 2011 Pearson Education. publishing as Prentice Hall 9-7 .

publishing as Prentice Hall 9-8 .Temporal Factors: Psychological Time Social Temporal Orientation Planning Orientation Polychronic 12/20/10 Copyright © 2011 Pearson Education. Inc.

Five Perspectives on Time · Time is a _____. publishing as Prentice Hall 9-9 . Inc. · Pressure cooker · Map · Mirror · River · Feast 12/20/10 Copyright © 2011 Pearson Education.

publishing as Prentice Hall 9-10 . Inc.Temporal Factors: The Experience of Time · Culture and the experience of time · Linear separable time · Procedural time · Circular clic time · Queuing theory · Waiting for product = good quality · Too much waiting = nega tive feelings 12/20/10 Copyright © 2011 Pearson Education.

Figure 9. publishing as Prentice Hall 9-11 . Inc.2 Drawings of Time 12/20/10 Copyright © 2011 Pearson Education.

Figure 9.3 The Shopping Experience: Dimensions of Emotional States 12/20/10 Copyright © 2011 Pearson Education. Inc. publishing as Prentice Hall 9-12 .

Reasons for Shopping · Social experiences · Sharing of common interests · Interpersonal attraction · us · The thrill of the hunt 12/20/10 Copyright © 2011 Pearson Education. publishing as Prentice Hall 9-13 Instant s . Inc.

more convenient · Limitations: lack of security. Inc.E-Commerce: Clicks versus Bricks · Benefits: good customer service. fraud. more options. shipping charges 12/20/10 Copyright © 2011 Pearson Education. actual shopping experience. publishing as Prentice Hall 9-14 .

Inc.Discussion · Will e-commerce eventually replace traditional brick-and-mortar retailing? Why or why not? · What are the benefits that traditional retail stores provide that e-commerce cannot provide? 12/20/10 Copyright © 2011 Pearson Education. publishing as Prentice Hall 9-15 .

Retailing as Theater · Landscape themes · Marketscape themes · Cyberspace themes · Mindscape themes 12/20/10 Copyright © 2011 Pearson Education. Inc. publishing as Prentice Hall 9-16 .

publishing as Prentice Hall 9-17 . Inc.Store Image · Store image: personality of the store · Location + merchandise suitability + knowledge/congeniality of sales staff · Other intangible factors affecting overall store evaluation: · Interior design · Types of patrons · Return policies · Credit availab ty 12/20/10 Copyright © 2011 Pearson Education.

publishing as Prentice Hall 9-18 . Inc.FedEx Makeover BEFORE AFTER 12/20/10 Copyright © 2011 Pearson Education.

rather than just plac es to sell products. Retail envi ronments will have to become places to build brand images. publishing as Prentice Hall 9-19 .Discussion · The mall of the future will most likely be less about purchasing products than exploring them in a physical setting. · What are some strategies stores can use to enhance the emotional/sensory experiences their customers receive? 12/20/10 Copyright © 2011 Pearson Education. Inc.

publishing as Prentice Hall 9-20 . Inc.In-Store Decision Making · Spontaneous shopping · · Salesperson influence Unplanned buying · Impulse buying · Point-of-purchase (POP) stim 12/20/10 Copyright © 2011 Pearson Education.

Inc. publishing as Prentice Hall 9-21 .Figure 9.4 Image of an Impulse Buyer 12/20/10 Copyright © 2011 Pearson Education.

Inc. publishing as Prentice Hall 9-22 .Discussion · What qualities seem to differentiate good and bad salespeople? · In what retail outlets do you tend to find ªgoodº salespeople? Why? 12/20/10 Copyright © 2011 Pearson Education.

Postpurchase Satisfaction · Postpurchase satisfaction or dissatisfaction is determined by attitude about a product after purchase · Marketers constantly on lookout for sources of consumer dissatisfaction · United Airlines' ªUnited Risingº campaign 12/20/10 Copyright © 2011 Pearson Education. Inc. publishing as Prentice Hall 9-23 .

reassure customers with honesty Marketers must manage expectations · Don't overpromis 12/20/10 Copyright © 2011 Pearson Education.Quality Is What We Expect It to Be · Expectancy Disconfirmation Model · · When product fails. publishing as Prentice Hall 9-24 . Inc.

5 Customer Expectation Zones 12/20/10 Copyright © 2011 Pearson Education. Inc.Figure 9. publishing as Prentice Hall 9-25 .

publishing as Prentice Hall 9-26 Private response: express dissatisfact .Acting on Dissatisfaction · Voice response: appeal to retailer directly · ion to friends or boycott store · Third-party response: take legal action 12/20/10 Copyright © 2011 Pearson Education. Inc.

Inc.Figure 9. publishing as Prentice Hall 9-27 .6 Going to the Gemba 12/20/10 Copyright © 2011 Pearson Education.

Inc. publishing as Prentice Hall 9-28 .Product Disposal · Strong product attachment = painful disposal process · Ease of product disposal is now a key product attribute to consumers · Disposal options 12/20/10 Copyright © 2011 Pearson Education.

publishing as Prentice Hall 9-29 . Inc.Divesting of Unwanted Items Iconic Transfer Ritual Transition Place Ritual Ritual Cleansing 12/20/10 Copyright © 2011 Pearson Education.

Discussion · Interview people who have sold items at a flea market or garage sale. · What divestment rituals did they go through as they prepared to offer these items for sale? 12/20/10 Copyright © 2011 Pearson Education. publishing as Prentice Hall 9-30 . Inc. · Ask them to identify some items to which they had a strong attachment.

Chapter Summary · Many factors beyond the qualities of a product influence purchase decisions. · Disposing of products is a challenge. · Consumers evaluate their choice after making it and this evaluation affects future choices. · People can be influenced by store image. publishing as Prentice Hall 9-31 . and more as they make product choices. salespeople. Inc. point-of-purchase stimuli. 12/20/10 Copyright © 2011 Pearson Education.

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