1. Chapter 10
Buying and
Disposing

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

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. Dimensions of Emotional States

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

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

8. Shopping Experience: A Job or An Adventure?
E-Commerce: Clicks Versus Bricks
Retailing 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. The Purchase Environment
In-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) is increasingly popular and sophisticated and includes:
In-Store Displays that dispense products and/or coupons.
Salesperson
An important factor who attempts to influence the buying behavior of the customer through:
Resource Exchange, “What do I get from the salesperson?”
Sales Interaction through Identity Negotiation.

10. Perceptions of Product Quality Follow-up Letters & Calls
Postpurchase Satisfaction
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:
Perceptions of Product Quality
Price
Follow-up Letters & Calls
Brand Name
Warranties
Advertising

11. Quality is What We Expect It To Be
Expectancy 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. Expectation Zones

13. Acting on Dissatisfaction
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?
Voice
Response
Private
Acting on Dissatisfaction
Third-Party

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

15. Product Disposal
Lateral Cycling: Junk or “Junque”