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Chapter 9 Buying and Disposing

Chapter 9 Buying and Disposing. CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior. Figure 9.1 Issues Related to Purchase and Postpurchase Activities.

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Chapter 9 Buying and Disposing

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  1. Chapter 9Buying and Disposing CONSUMER BEHAVIOR, 9eMichael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior

  2. 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

  3. Situational Influences • Our purchase choices are heavily influenced by the situation • Example: ad for business clothing • Example: restaurant choice for couple versus family

  4. Social and Physical Surroundings • Affect a consumer’s motives for product usage and product evaluation • Décor, odors, temperature • Type and number of co-consumers • Type of patrons affects our perceptions • Crowds = high arousal level & intense experience

  5. Temporal Factors: Economic Time Timestyle Time Poverty “Time is Money”

  6. Temporal Factors: Psychological Time Social Temporal Orientation Planning Orientation Polychronic

  7. Temporal Factors: The Experience of Time • Culture and the experience of time • Linear time (“Western”) • Circular/cyclic time (“Eastern”) • Queuing theory • Waiting for product = good quality • Too much waiting = negative feelings

  8. Figure 9.3 The Shopping Experience: Dimensions of Emotional States (Mood)

  9. Reasons for Shopping • Social experiences • Sharing of common interests • Interpersonal attraction • Instant status • The thrill of the hunt

  10. E-Commerce: Clicks versus Bricks • Benefits: good customer service, more options, more convenient • Limitations: lack of security, fraud, actual shopping experience, shipping charges

  11. Retailing as Theater • Landscape themes • Marketscape themes • Cyberspace themes • Mindscape themes

  12. Store Image • Store image = personality of the store • Location + merchandise suitability + knowledge/congeniality of sales staff • Other intangible factors: • Interior design • Types of patrons • Return policies • Credit availability

  13. In-Store Decision Making • Spontaneous shopping • Unplanned buying • Impulse buying • Point-of-purchase (POP) stimuli • Salesperson influence

  14. Postpurchase Satisfaction • Attitude about a product after purchase • Marketers constantly on lookout for sources of consumer dissatisfaction

  15. Quality Is What We Expect It to Be • Expectancy Disconfirmation Model • Marketers must manage expectations • Don’t overpromise • When product fails, reassure customers with honesty

  16. Acting on Dissatisfaction • Voice response • Private response • Third-party response

  17. Product Disposal • Strong product attachment • painful disposal process • Ease of product disposal • now a key product attribute • Disposal options

  18. Divesting of Unwanted Items Iconic Transfer Ritual Transition Place Ritual Ritual Cleansing

  19. Chapter 9: Buying & DisposingKey Concepts • Antecedents, purchase, and postpurchase activities & influences • Situational influences • Social and physical surroundings • Temporal factors • Mood (emotional states) • Clicks versus Bricks • Retailing as theater • Store image • In-store decision making • Spontaneous shopping • Postpurchase satisfaction • Acting on dissatisfaction • Product disposal • Divesting of unwanted items

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