2IntroductionMaking a purchase is often not a simple, routine matter of going to the store and quickly picking out something.Situational Effects on Consumer BehaviorConsumption SituationSituational Self Image
3Issues Related to Purchase and Post Purchase Activities ANTECEDENTSTATESPURCHASE ENVIRONMENTPOSTPURCHASEPROCESSESSituational FactorsUsage ContextTime PressureMoodShopping OrientationConsumer SatisfactionProduct DisposalAlternative MarketsThe Shopping ExperiencePoint of Purchase StimuliSales Interactions
4Social and Physical Surroundings Temporal FactorsEconomic TimeTimestyleTime povertyPolychronic Activity or Multi-TaskingPsychological TimeQueuing TheoryAntecedent States: If It Feels Good, Buy ItPleasure and Arousal (see next slide)
6Shopping Experience: A Job or An Adventure? Thrill ofthe ChaseSocialExperiencesUnderstandingShoppingMotivesSharingCommonInterestsInstantStatusInterpersonalAttraction
7Shopping Experience: A Job or An Adventure? Shopping OrientationEconomic ShopperRational, Goal-Oriented, Maximize Value of Their DollarPersonalized ShopperForms Strong Attachments to Store PersonnelEthical ShopperSupports Locally Owned Stores Rather Than Big ChainsApathetic ShopperDoesn’t Like to Shop, a Necessary But Unpleasant ChoreRecreational ShopperViews Shopping as a Fun, Social Activity
8Shopping Experience: A Job or An Adventure? E-Commerce: Clicks Versus BricksRetailing as TheaterMalls 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 ImageLocation.Merchandise suitability.Knowledge and congeniality of sales staff.AtmosphericsThe conscious designing of space and its various dimensions, such as colors, scents, and sounds, to evoke certain effects in buyers.
9The Purchase Environment In-Store Decision MakingMany 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.SalespersonAn 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.
10Perceptions of Product Quality Follow-up Letters & Calls Postpurchase SatisfactionConsumer 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 QualityPriceFollow-up Letters & CallsBrand NameWarrantiesAdvertising
11Quality is What We Expect It To Be Expectancy Disconfirmation ModelConsumers 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.
13Acting 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?VoiceResponsePrivateActing on DissatisfactionThird-Party