Buying and Disposing.  Making a purchase is often not a simple, routine matter of going to the store and quickly picking out something.  Situational.

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Presentation transcript:

Buying and Disposing

 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

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

Understanding Shopping Motives Social Experiences Thrill of the Chase Instant Status Sharing Common Interests Interpersonal Attraction

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 Shopping Orientation

 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) 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?” Identity Negotiation  Sales Interaction through Identity Negotiation.

Post-purchase Satisfaction Perceptions of Product Quality Brand NameWarranties PriceFollow-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:

Post-purchase CB

Voice Response Private Response Acting on Dissatisfaction Third-Party Response Marketers Should Encourage Customers to Complain 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?

Dissatisfaction Responses

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

Consumer Satisfaction Outcomes

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