ĐẠI HỌC FPT CẦN THƠ

Chapter 10
Buying, Using and Disposing
MKT201- CONSUMER BEHAVIOR
 Learning Objectives

• Many factors at the time of purchase dramatically influence

1 the consumer decision-making process.

• The information a store’s layout, Web site, or salespeople

2 provides strongly influences a purchase decision.

• The growth of a “sharing economy” changes how many

3 consumers think about buying rather than renting products.

• Our decisions about how to dispose of a products are as

4. important as how we decide to obtain it in the first place.

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 Learning Objective 1

Many factors at the time of purchase dramatically

influence the consumer’s decision-making process

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 Situational Effects on Consumer Behavior

A consumer’s choices are affected by many personal

factors, such as his or her mood, whether there is time
pressure to make the purchase, and the particular
situation or context for which the product is needed.

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 Consumption Situation

A consumption situation is defined by factors over and

above the characteristics of the person and of the product
that influence the buying and/or using of products and
services.
The day reconstruction method can be used to understand
mood changes and consumption situations throughout the
day.
Situational effects can be behavioral (e.g., entertaining
friends) and perceptual (e.g., being depressed or feeling
pressed for time).
A person’s situational self-image, the role he or she plays at
any one time, can also affect the purchase process.
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 Purchase and Postpurchase Activities

A consumer’s choices are affected by many personal

factors…and the sale doesn’t end at the time of
purchase.
Figure 10.1 Issues Related to Purchase and Postpurchase Activities

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 Social and Physical Surroundings

Affect a consumer’s motives for product usage and

product evaluation
Décor, odors, temperature
Co-consumers as product attribute
o Large numbers of people = arousal
o Interpretation of arousal: density versus crowding
o Type of patrons

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 Temporal Factors: Economic Time

Open rates (the percentage of people who open an

email message from a marketer) vary throughout the
day, with the peak at mid-day on weekdays.
Time is an economic variable. It is a resource divided
among activities.
An individual’s priorities determine his or her time style,
which is the rate at which we choose to spend the time
resource.
Many consumers are affected by what they would call
time poverty, or the perception that they are pressed
for time.
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 Temporal Factors: Psychological Time

Psychological time refers to the subjectiveness of time

perceptions
Researchers have identified four dimensions of time:
1) social dimension: individuals’ categorization of time as
either “time for me” or “time with/for others.”
2) temporal situation: the relative significance individuals
attach to past, present, or future.
3) planning orientation: different time management styles
varying on a continuum from analytic to spontaneous.
4) polychronic orientation dimension: prefer to do one thing
at a time from those who multitask.

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 Five Perspectives on Time

Time is a Pressure Cooker—Analytic in planning, other oriented,

monochronic. They usually feel like the are under pressure and they shop in a
methodical manner.
Time is a Map—Analytic planners, future temporal orientation, polychromic.
They tend to engage in extensive information search and comparison
shopping.
Time is a Mirror—Analytic planners, polychromic orientation, past temporal
orientation. These women are risk averse (không thích rủi ro) and they stick to
brands they trust.
Time is a River—Spontaneous with a present focus. They go shopping on the
spur of the moment: Unplanned, short and frequent shopping trips.
Time is a Feast (bữa yến tiệc)—Analytic planners with a present temporal
orientation. They view time as something that allows them to enjoy life. For
this reason, they tend to seek out opportunities for hedonic consumption.

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 Temporal Factors: Psychological Time

There is a psychological dimension of time or how it is

experienced. This is important in queuing theory (a
mathematical study of waiting lines). It has been found
that a consumer’s experience of waiting can radically
influence his or her perceptions of service quality.

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 Learning Objective 2

The information a store’s layout, Web site, or salespeople

provides strongly influences a purchase decision.

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 Different ways for study consumer
satisfaction
Focus groups, in which a small set of consumers comes
into a facility to try a new item while company
personnel observe them from behind a mirror.
Total quality management (TQM) is a complex set of
management and engineering procedures that aims to
reduce errors and increase quality.
Gemba, which to the Japanese means “the one true
source of information.” According to this philosophy,
marketers and designers must enter the precise place
where consumers use the product/service rather than
ask laboratory subjects in a simulated environment.
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 Mood

Your mood or physiological condition can affect purchases and

how products are evaluated.
Two dimensions, pleasure (enjoyment) and arousal (stimulation),
determine if a shopper will react positively or negatively to a
consumption environment.
A specific mood is some combination of pleasure and arousal.

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 Dimensions of Emotional States

Đau đớn

u sầu

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 When The Going Gets Tough, The Tough
Go Shopping
Shopping is an activity that can be performed for either
utilitarian (functional or tangible) or hedonic
(pleasurable or intangible) reasons.
During the trip, I felt I accomplished just what
excitement of the hunt. I wanted on this
shopping trip

Consumers can be segmented based on their shopping

orientations, or general attitudes about shopping.

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 Shopping center as community
gathering place
Social
experiences
Pride themselves on Stores offer specialised goods
knowledge of marketplace: that allow people with shared
love haggle and bargain interests to communicate
Sharing of
The thrill of
common
the hunt
interests
Hedonic
shopping
motives

Make them feel important Shopping centers are a natural

place to congregate (tụ họp)

Instant
Affiliation
status

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 E-Commerce: Clicks versus Bricks

The experience of acquiring goods online may be

different from offline.
E-commerce sites take advantage of technology to
provide extra value.
Sites allow customers to try on and customize offerings.
Sites allow customer to crowdsource offerings.
Pretailers provide exclusive styles that would not be produced
without public interest.

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 E-Commerce: Clicks versus Bricks

Online shoppers tend to value these aspects of a website:

The ability to click on an item to create a pop-up window with
more details about the product including price, size, colors, and
inventory availability.
The ability to click on an item and add it to your cart without
leaving the page you on.
The ability to feel merchandise through better imagery, more
product descriptions, and details.
The ability to enter all data related to your purchase on one page
rather than going through several checkout pages.
The ability to mix and match product images on one page to
determine whether they will look good together.

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 Retailing as Theater

Many stores are designed around an image environment.

This is a strategy known as retail theming and can be
described based upon four basic kinds of themes:
Landscape themes—rely on associations with images of
nature.
Marketscape themes—built on associations with man-
made places.
Cyberspace themes—incorporate images of information
and communications technology.
Mindscape themes—draw on abstract ideas and
concepts, introspection (nội tâm), and fantasy.
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 Store Image: The Store’s Personality

Store image includes location; merchandise suitability, and

knowledge and congeniality (hiểu ý) of the sales staff.
Atmospherics are the “conscious designing of space and its
various dimensions to evoke certain effects in buyers.”
This could include colors, scents, and sounds and important to the store’s
image.
Consumers who enjoy their experiences spend more time and money in a
store.
Activity stores are a new trend. They allow the consumer to
participate in the production of a good or service.
Light and music also affect consumer behavior.

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 In-Store Decision Making

Marketers increasingly recognize the significant degree

to which many purchases are influenced by the store
environment.
Consumers have mental budgets for grocery trips that
have an itemized portion and in-store slack that is
reserved for unplanned purchases.
Stores should use samples and reminders at the point of
sale to encourage consumers to spend all of their
mental budgets.

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 “Tricks of the trade” of retailers

Sell sweets at eye evel, midway along aisles, where shoppers’

attention lingers longest.
Use the ends of aisles to generate big revenues-endcap displays
account for 45% of soft drink sales.
Use free-standing displays toward the rear of the supermarket
and on the left side of aisles. Shoppers tend to move in a
counterclockwise direction.
Sprinkle the same product throughout the store, rather than
grouping it in one spot.
Group ingredients for a meal in one spot.
Post health-related information on kiosks and shelf tags to link
groceries to good health in shoppers’ minds.

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 Spontaneous shopping

Spontaneous shopping occurs when a shopper suddenly

decides to buy something and it can occur under one of
two different processes:
Unplanned buying may occur when a person is unfamiliar with
a store’s layout or perhaps when under some time pressure.
Impulse buying (mua sắm ngẫu hứng), in contrast, occurs when
the person experiences a sudden urge that he or she cannot
resist.
Impulse items include candy and gum.
Retailers use wide aisles to encourage browsing of high margin items.
Credit card usage is associated with unhealthy and impulsive food
products.

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 Point-of-purchase (POP)

Point-of-purchase (POP) stimuli (kích thích tại điểm mua hàng)

are being increasingly used to instigate (xúi giục)
impulse shopping. This can range from displays to free
samples.

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 Salespeople Play a Key Role

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 The Salesperson: A Lead Role in the Play

The effect of a competent salesperson, which adds value via expert

advice that makes the shopper’s choice easier, can be understood in
terms of exchange theory that stresses that every interaction involves
an exchange of value.
A buyer/seller situation is as in many other dyadic encounters (two-
person groups); it is a relationship where some agreement must be
reached about the roles of each participant during the process of
identity negotiation.
A salesperson’s role and effectiveness is affected by age, appearance,
education level, motivation to sell, ability to adapt, and similarity to the
customer, including incidental similarity such as a shared birthday or
common birthplace.
People differ in their interaction styles from assertive (and aggressive)
to nonassertive.

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 Learning Objective 3

The growth of a “sharing economy” changes the way many

consumers think about buying rather than renting
products.

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 Ownership and the Sharing Economy

Sharing economy or
what is sometimes
called collaborative
consumption. In this
business model people
rent what the need is
rather than buy it.
P2P commerce (peer-
to-peer)

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 Learning Objective 4

Our decisions about how to dispose of a product are as

important as how we decide to obtain it in the first place.

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 Post-purchase Satisfaction

Consumer satisfaction/dissatisfaction (CS/D) describes the overall

feelings a person has about a product after it has been purchased.
Consumers want quality and value. We infer quality when we rely on
cues such as brand name, price, product warranties, and so on.
According to the expectancy disconfirmation model, consumers form
beliefs about a product’s performance based on prior experience with
the product or communications about the product that imply a certain
level of quality.
Managing expectations—To avoid customer dissatisfaction, marketers
should avoid promising something they cannot deliver. The power of
quality claims is most evident when a company’s product fails.
Consumers that expect too much may be fired if it is not feasible to
meet his/her needs or underpromising or setting expectations low so
they may be exceeded can alter expectations
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 Product Disposal

Recycling
Lateral cycling: one consumer exchanges something he
or she owns for something the other person owns.
o The underground economy in the form of flea markets and
other used-product sales formats is a significant element in
the U.S. market.
o The new trend of recommerce (a play on the term e-
commerce) shows that many consumers want to squeeze
more value out of their possessions by selling or trading

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 Underground Economy

The underground economy in the form of flea

markets and other used-product sales formats is
a significant element in the U.S. market.

Source: Stephanie Keith/Polaris/Newscom.

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 Chapter Summary

Many factors affect the consumer decision-making process.

The retail environment and experience is a strong influence.
Marketers need to understand behavior in collective decision-
making situations.
The decision-making process differs when people choose what to
buy on behalf of an organization rather than for personal use.
The growth of a “sharing economy” changes how many
consumers think about buying rather than renting products.
Our decisions about how to dispose of a products are as
important as how we decide to obtain it in the first place.

Chapter 10: Buying, Using and Disposing-DieuTT5 45