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10-1 Chapter 10 Buying and Disposing. 10-2 Introduction Making a purchase is often not a simple, routine matter of going to the store and quickly picking.

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Presentation on theme: "10-1 Chapter 10 Buying and Disposing. 10-2 Introduction Making a purchase is often not a simple, routine matter of going to the store and quickly picking."— Presentation transcript:

1 10-1 Chapter 10 Buying and Disposing

2 10-2 Introduction Making a purchase is often not a simple, routine matter of going to the store and quickly picking out something. Situational Effects on Consumer Behavior –Consumption Situation –Situational Self Image

3 10-3 Issues Related to Purchase and Post Purchase Activities POSTPURCHASE PROCESSES ANTECEDENT STATES Situational Factors Usage Context Time Pressure Mood Shopping Orientation PURCHASE ENVIRONMENT The Shopping Experience Point of Purchase Stimuli Sales Interactions Consumer Satisfaction Product Disposal Alternative Markets

4 10-4 Social and Physical Surroundings Temporal Factors –Economic Time »Timestyle »Time poverty Polychronic Activity or Multi-Tasking –Psychological Time »Queuing Theory –Antecedent States: If It Feels Good, Buy It »Pleasure and Arousal (see next slide)

5 10-5 Dimensions of Emotional States

6 10-6 Shopping Experience: A Job or An Adventure? Understanding Shopping Motives Understanding Shopping Motives Social Experiences Thrill of the Chase Instant Status Sharing Common Interests Interpersonal Attraction

7 10-7 Shopping Experience: A Job or An Adventure? Economic Shopper Rational, Goal-Oriented, Maximize Value of Their Dollar Economic Shopper Rational, Goal-Oriented, Maximize Value of Their Dollar Personalized Shopper Forms Strong Attachments to Store Personnel Personalized Shopper Forms Strong Attachments to Store Personnel Ethical Shopper Supports Locally Owned Stores Rather Than Big Chains Ethical Shopper Supports Locally Owned Stores Rather Than Big Chains Apathetic Shopper Doesn’t Like to Shop, a Necessary But Unpleasant Chore Apathetic Shopper Doesn’t Like to Shop, a Necessary But Unpleasant Chore Recreational Shopper Views Shopping as a Fun, Social Activity Recreational Shopper Views Shopping as a Fun, Social Activity Shopping Orientation

8 10-8 Shopping Experience: A Job or An Adventure? E-Commerce: Clicks Versus BricksE-Commerce: Clicks Versus Bricks Retailing as TheaterRetailing as Theater –Malls are becoming giant entertainment centers appealing to consumer’s social motives as well as providing access to desired goods. Themed environments for shopping and eating. »Store Image Location. Merchandise suitability. Knowledge and congeniality of sales staff. »Atmospherics The conscious designing of space and its various dimensions, such as colors, scents, and sounds, to evoke certain effects in buyers.

9 10-9 The Purchase Environment In-Store Decision MakingIn-Store Decision Making –Many purchases are influenced by the store environment and contribute to: »Spontaneous/Unplanned Buying - result from time pressures or reminders. »Impulse Buying - sudden urge to purchase. –Point-of-Purchase stimuli (POP) –Point-of-Purchase stimuli (POP) is increasingly popular and sophisticated and includes: »In-Store Displays that dispense products and/or coupons. SalespersonSalesperson –An important factor who attempts to influence the buying behavior of the customer through: »Resource Exchange, “What do I get from the salesperson?” Identity Negotiation »Sales Interaction through Identity Negotiation.

10 10-10 Postpurchase Satisfaction Perceptions of Product Quality Brand Name Warranties Price Follow-up Letters & Calls Advertising Consumer Satisfaction/ Dissatisfaction (CS/D) Consumer Satisfaction/ Dissatisfaction (CS/D) is Determined by the Overall Feelings, or Attitude, a Person Has About a Product After It Has Been Purchased. It is Influenced By:

11 10-11 Quality is What We Expect It To Be Expectancy Disconfirmation ModelExpectancy Disconfirmation Model –Consumers form beliefs about product performance based on prior experience with the product and/or communications about the product that imply a certain level of quality. –If performance exceeds expectations, consumers are satisfied and pleased. –If performance falls below expectations, consumers are dissatisfied. This illustrates the importance of Managing Expectations - customer dissatisfaction is usually due to expectations exceeding the company’s ability to deliver.

12 10-12 Expectation Zones

13 10-13 Acting on Dissatisfaction Voice Response Voice Response Private Response Private Response Acting on Dissatisfaction Third-Party Response Third-Party Response Marketers Should Encourage Customers to Complain Since People Are Likely to Spread the Word About Unresolved Negative Experiences. If a Person is Not Happy With a Product or Service, What Can They Do?

14 10-14 Consumers’ Disposal Options Keep Item Get Rid of Item Permanently Get Rid of Item Permanently Get Rid of Item Temporally Get Rid of Item Temporally Store It Store It Rent It Rent It Convert It to Serve a New Purpose Convert It to Serve a New Purpose Sell It Trade It Give It Away Give It Away PRODUCT Loan It Loan It Use It to Serve Original Purpose Use It to Serve Original Purpose Throw It Away Throw It Away To Middleman To Middleman Through Middleman Through Middleman Directly to Consumer Directly to Consumer To Be Used To Be Used To Be (Re)sold To Be (Re)sold

15 10-15 Product Disposal Lateral Cycling: Junk or “Junque”


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