Solomon - cb09 - PPT - 09 (Me)

Chapter 9
Buying and Disposing
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
10/02/2023 9-1
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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.
10/02/2023
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 policy makers.
10/02/2023
Situational effects on consumer behavior can be varied. A
consumption situation is defined by factors over and above
characteristics of the person and of the product that influence
the buying and/or using of products and services. Situation
effects can be behavioral or perceptual. Smart marketers
understand these influences and adapt their programs
accordingly.
Situational Effects On
Consumer Behavior
10/02/2023
Figure 9.1 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
10/02/2023
Situational Influences
• 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.
• Situational effects can be behavioral (e.g.,
entertaining friends).
• Situational effects can be perceptual
(e.g., being depressed or feeling
pressed for time).
• The role a person plays at any time is
partly determined by his or her situational
self-image, where the consumer asks
“Who am I right now?”
• Marketers often consider the major
contexts where a product is used and the
major users of the product. 9-6
Situational Influences
How marketers fine-tines its segmentation strategy to usage situation

Smart marketers understand consumer emotions change from situation to
situation and tailor their efforts to coincide with situations where people are most
prone to buy, and how they communicate different product benefits and features
9-7
Social and Physical Surroundings
• Affect a consumer’s motives for product usage and
product evaluation
• Décor, odors, temperature
• Co-consumers as product attribute
• The sheer presence or absence of co-consumers
is a product attribute
• Large numbers of people = arousal
• Interpretation of arousal: density versus crowding
• Type of patrons
10/02/2023
Temporal Factors: Economic Time
Time is an economic variable; it is a
resource that must be divided among
activities.
Timestyle
• An individual’s priorities
• determines how you spend your
time resource
Time Poverty
• Perception people have that they don’t
have sufficient time
• consumers do more than one thing at a
10/02/2023 time or multitasking
Temporal Factors:
The Experience of Time
• Culture and the experience of time
• Linear separable time (do things today that will help
in the future)
• Procedural time (simply decide to do something
when the time is right)
• Circular/cyclic time
• Queuing theory
• Waiting for product = good quality
• Too much waiting = negative feelings
10/02/2023
Retailers are especially aware of the social and physical
surroundings that the consumer encounters on their shopping
trips. Decor, smells, and visual stimulation are all important to
the overall atmosphere of the store
The Shopping Experience
10/02/2023
The Shopping Experience:
Dimensions of Emotional States
Clearly our
mood can
affect the
shopping
experience
The shopping experience is affected by how pleasant our

environment is perceived and our level of arousal during the
consumption experience
9-12
Reasons for Shopping
• shopping orientation—or their attitudes
about shopping in general.
• Shopping is an activity that can be
performed for either utilitarian
(functional or tangible) or hedonic
(pleasurable or intangible) reasons
• Hedonic shopping motives include:
• Social experiences
• Sharing of common interests
• Interpersonal attraction
• Instant status
• The thrill of the hunt
10/02/2023
E-Commerce: Clicks versus Bricks
• Benefits: good customer
service, more options, more
convenient
• Limitations: lack of security,
fraud, actual shopping
experience, shipping charges
10/02/2023
Copyright © 2011 Pearson Education 9-14
Retailing as Theater
• Retail environments are important for attracting shoppers and
keeping them in the stores.
• Being space
• that resembles a commercial living room where consumer
can relax, be entertained, hang out with friends, etc.
10/02/2023
Retailing as Theater
• Retail theming:
• Create imaginative environment that transport
shoppers to fantasy world or provide other kinds of
stimulation
• on four basic kinds of theming techniques:
• 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
10/02/2023
concepts, introspection, and fantasy.
Landscape Themes
Bass Pro Shops
10/02/2023
Marketscape Themes
the venetian hotel in las Vegas
10/02/2023
Cyberspace Themes
10/02/2023
Mindscape Themes
10/02/2023
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
10/02/2023
Atmospherics
FedEx Makeover
BEFORE AFTER
Atmospherics, or the “conscious designing of space and its

various dimensions to evoke certain effects in buyers.” This
could include colors, scents, and sounds.
Activity stores are a fairly new trend. They allow the consumer
to participate in the production of a good or service
10/02/2023 9-22
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
In-Store Decision Making
• significant degree to which many purchases are
influenced by the store environment
• In-store displays are one of the major information
sources used to decide what to buy and this is
particularly true for food
• Spontaneous shopping
• Unplanned buying
• Impulse buying
• Point-of-purchase (POP) stimuli
• Salesperson influence
10/02/2023
• Spontaneous shopping
occurs when a shopper suddenly decides to buy something in the
store It can take two routes:
• Unplanned buying
• means that the consumer buys something that was not on
planned purchase list.
• The reason may be due to a lack of familiarity with the store,
time pressure, or just seeing something actually needed but
had forgotten.
• Impulse buying
• occurs when the shopper experiences a sudden urge she
can’t resist.
• Impulse items: such as candy and gum
10/02/2023
• Point-of-purchase (POP) stimuli
“A place where sales are made. On a macro-level, a point
of purchase may be a mall, market or city. On a micro-level,
retailers consider a point of purchase to be the area
surrounding the counter where customers pay. Also known
as "point of sale". “
• Can be an elaborating product display or
demonstration, or a free samples
• A well-designed store display can boost impulse
buys as much as 10%. Salespeople can also be
influential.
9-25
Point-of-purchase (POP) Stimuli
The importance of POP in shopper decision

making explain why product packages
increasingly play a key role in the marketing
mix.
10/02/2023
The Salesperson: A Lead Role in the Play
• One of the most important in-store factors is the salesperson,
who attempts to influence the buying behavior of the customer.
• This influence can be understood in terms of exchange theory
that stresses that every interaction involves an exchange of
value.
• A resource exchange is “what do I get from the salesperson?”
(such as expertise).
• A buyer/seller situation is like many other dyadic encounters
(two-person groups); it is a relationship where some agreement
must be reached about the roles of each participant. An identity
negotiation occurs.
• Salespeople differ in their interaction styles.
10/02/2023
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
10/02/2023
Quality Is What We Expect It to Be
• Expectancy Disconfirmation Model
“we form beliefs about product
performance based on prior
experience with the product or
communications about the product
that imply a certain level of quality”
• Marketers must manage
expectations
• Don’t overpromise
• When product fails,
reassure customers
with honesty
10/02/2023
Figure 9.5 Customer Expectation Zones
10/02/2023
Acting on Dissatisfaction
• Voice response: appeal to retailer directly
• Private response: express dissatisfaction to friends
or boycott store
• Third-party response: take legal action
10/02/2023
Product Disposal
• Strong product attachment = painful disposal
process
• Ease of product disposal is now a key product
attribute to consumers
• Disposal options
10/02/2023
Divesting of Unwanted Items
Iconic Transfer Ritual
Transition Place Ritual
Ritual Cleansing
10/02/2023
Assignment
• 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?
10/02/2023
Copyright © 2011 Pearson Education 9-34
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.
10/02/2023

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Chapter 9

Buying and Disposing

How marketers fine-tines its segmentation strategy to usage situation

The Shopping Experience

The shopping experience is affected by how pleasant our

Bass Pro Shops

the venetian hotel in las Vegas

Atmospherics, or the “conscious designing of space and its

The importance of POP in shopper decision

Iconic Transfer Ritual

Transition Place Ritual

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