Buying, Using and Disposing

PERILAKU
KONSUMEN
WEEK 11
SEM GENAP 21/22
Chapter Objectives
When you finish this chapter, you should understand
why:
1. Factors at the time of purchase dramatically influence
the consumer decision-making process.
2. The information a store’s layout, website, or salespeople
provides strongly influences a purchase decision.
3. The growth of a “sharing economy” changes how many
consumers think about buying rather than renting
products.
4. Our decisions about how to dispose of a product are as
important as how we decide to obtain it in the first place.
 1. FACTORS AT THE TIME OF
PURCHASE DRAMATICALLY
INFLUENCE THE CONSUMER
DECISION-MAKING PROCESS.
Figure 10.1 Issues Related to 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
The Consumption Situation
• A consumption situation includes a buyer, a
seller, and a product or service—but also
many other factors, such as the reason we
want to make a purchase and how the
physical environment makes us feel
• a person’s situational self-image—the role he
or she plays at any one time—helps to deter-
mine what he or she wants to buy or
consume
Social and Physical Surroundings
• Affect a consumer’s motives for product usage
and product evaluation
• Dimensions of the physical environment can
significantly influence consumption: Décor,
odors, temperature
• Co-consumers as product attribute
Large numbers of people = arousal
Interpretation of arousal: density versus
crowding
Type of patrons
Temporal Factors: Economic Time

Timestyle
Timestyle determines how
you spend your time
resource.

Time Poverty
People simply feel that they
do not have sufficient time.
Temporal Factors: Psychological Time

Social

Temporal Orientation

Planning Orientation

Polychronic
Five Perspectives on Time
Time is a _____.
•Pressure cooker
•Map
•Mirror
•River
•Feast
 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

07/01/22
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
 2. THE INFORMATION A
STORE’S LAYOUT, WEB- SITE,
OR SALESPEOPLE PROVIDES
STRONGLY INFLUENCES A
PURCHASE DECISION.
Figure 10.2 The Shopping Experience:
Dimensions of Emotional States
Reasons for Shopping
• Social experiences
• Sharing of common interests
• Interpersonal attraction
• Instant status
• The thrill of the hunt
From Bricks to Clicks
• Showrooming: Shopper visits a store to
explore options for big-ticket items like TVs
or appliances and then he or she finds a
cheaper price for the specific model online.
• Social shopping is an emerging form of e-
commerce that allows an online shopper to
simulate the experience of shopping with
others in a bricks-and-mortar store.
From Clicks Back to Bricks
• A big trend now where pure play businesses
(i.e., those that only operate online) are
investing in the types of physical stores they
threatened to make obsolete.
Retailing as Theater
• Landscape themes
• Marketscape themes
• Cyberspace themes
• Mindscape themes
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
FedEx Makeover

BEFORE AFTER
In-Store Decision Making
• Spontaneous shopping
• Unplanned buying
• Impulse buying
• Point-of-purchase (POP) stimuli
• Salesperson influence
Figure 10.3 Image of an Impulse Buyer
 3. THE GROWTH OF A
“SHARING ECONOMY”
CHANGES HOW MANY
CONSUMERS THINK ABOUT
BUYING RATHER THAN
RENTING PRODUCTS.
 Sharing Economy or Collaborative
Consumption.
In this business model people rent what they
need rather than buying it.
Collaborative consumption communities typically
offer a website that allows individuals to list their
services and a ratings system that allows both
buyers and sellers to rate their experiences.
 4. OUR DECISIONS ABOUT
HOW TO DISPOSE OF A
PRODUCT ARE AS
IMPORTANT AS HOW WE
DECIDE TO OBTAIN IT IN THE
FIRST PLACE.
Postpurchase Satisfaction
• Consumer Satisfaction/Dissatisfaction
(CS/D): Our overall reactions to a product
after we’ve bought
• Postpurchase satisfaction or dissatisfaction
is determined by attitude about a product
after purchase
• Marketers constantly on lookout for sources
of consumer dissatisfaction
Quality Is What We Expect It to Be
• Expectancy Disconfirmation Model
• Marketers must manage expectations
• Don’t overpromise
• When product fails,
reassure customers
with honesty
Product Disposal
• Strong product attachment = painful disposal
process
• Ease of product disposal is now a key
product attribute to consumers
• Disposal options

These watches are made from recycled

Nespresso coffeemaker cartridges.
REVIEW

KERJAKAN di LMS:
•QUIZ 10
•ASSIGNMENT 4
THANK YOU…