Chapter 9

Buying and Disposing

CONSUMER
BEHAVIOR, 9e
Michael R. Solomon

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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 strongly
influence a purchase decision.
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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

consumers 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 policy
makers.
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Figure 9.1 Issues Related to Purchase

and Postpurchase Activities

A consumers choices are affected by many

personal factorsand the sale doesnt end at
the time of purchase

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Situational Influences

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Social and Physical Surroundings

Affect a consumers motives for product

usage and product evaluation

Dcor, odors, temperature

Co-consumers as product attribute
Large numbers of people = arousal
Interpretation of arousal: density versus

crowding
Type of patrons

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Temporal Factors: Economic Time

Timestyle
Time Poverty

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Temporal Factors: Psychological Time

Social
Temporal Orientation
Planning Orientation
Polychronic
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Five Perspectives on Time

Time is a _____.
Pressure cooker
Map
Mirror
River
Feast

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Temporal Factors:
The Experience of Time

Culture and the experience of time

Linear separable time
Procedural time
Circular/cyclic time
Queuing theory
Waiting for product = good quality
Too much waiting = negative feelings

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Figure 9.2 Drawings of Time

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Figure 9.3 The Shopping Experience:

Dimensions of Emotional States

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Reasons for Shopping

Social experiences
Sharing of common interests
Interpersonal attraction
Instant status
The thrill of the hunt

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E-Commerce: Clicks versus Bricks

Benefits: good customer

service, more options,
more convenient

Limitations: lack of
security, fraud, actual
shopping experience,
shipping charges

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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?

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Retailing as Theater

Landscape themes
Marketscape themes
Cyberspace themes
Mindscape themes

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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 availability
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FedEx Makeover
BEFORE

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AFTER

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Discussion

The mall of the future will most likely be less

about purchasing products than exploring
them in a physical setting. Retail
environments will have to become places to
build brand images, rather than just places to
sell products.

What are some strategies stores can use to

enhance the emotional/sensory experiences
their customers receive?

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In-Store Decision Making

Spontaneous shopping
Unplanned buying
Impulse buying
Point-of-purchase (POP) stimuli
Salesperson influence

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Figure 9.4 Image of an Impulse Buyer

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Discussion

What qualities seem to differentiate good and

bad salespeople?

In what retail outlets do you tend to find

good salespeople? Why?

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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 United Rising campaign

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Quality Is What We Expect It to Be

Expectancy Disconfirmation Model

Marketers must manage expectations
Dont overpromise
When product fails,
reassure customers
with honesty

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Figure 9.5 Customer Expectation Zones

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Acting on Dissatisfaction

Voice response: appeal to retailer directly

Private response: express dissatisfaction to
friends or boycott store

Third-party response: take legal action

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Figure 9.6 Going to the Gemba

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Product Disposal

Strong product attachment = painful disposal

process

Ease of product disposal is now a key

product attribute to consumers

Disposal options

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Divesting of Unwanted Items

Iconic Transfer Ritual

Transition Place Ritual
Ritual Cleansing

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Discussion

Interview people who have sold items at a

flea market or garage sale.

Ask them to identify some items to which

they had a strong attachment.

What divestment rituals did they go through

as they prepared to offer these items for
sale?

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Chapter Summary

Many factors beyond the qualities of a

product influence purchase decisions.

People can be influenced by store image,

point-of-purchase stimuli, salespeople, and
more as they make product choices.

Consumers evaluate their choice after

making it and this evaluation affects future
choices.

Disposing of products is a challenge.

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