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Chapter 10

Chapter 10. 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. Introduction.

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Chapter 10

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  1. Chapter 10 Buying and Disposing

  2. 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 Introduction

  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. 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) Social and Physical Surroundings

  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. 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 Experience: A Job or An Adventure? Shopping Orientation

  8. 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. Shopping Experience: A Job or An Adventure?

  9. 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. The Purchase Environment

  10. 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. 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 ofManagingExpectations- customer dissatisfaction is usually due to expectations exceeding the company’s ability to deliver. Quality is What We Expect It To Be

  12. Expectation Zones

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

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

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

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