Buying and

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?
Social Experiences
Thrill of the Chase
Understanding Shopping Motives
Sharing Common Interests
Instant Status
Interpersonal Attraction
7
Shopping Experience A Job or An Adventure?
Shopping Orientation
8
Shopping Experience A Job or An Adventure?

• E-Commerce Clicks Versus Bricks
• Retailing as Theater
• Malls are becoming giant entertainment centers
  appealing to consumers 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
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
  companys 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?
14
Consumers Disposal Options
PRODUCT
Get Rid of Item Temporally
Get Rid of Item Permanently
Keep Item
Convert It to Serve a New Purpose
Use It to Serve Original Purpose
Store It
Rent It
Loan It
Trade It
Throw It Away
Give It Away
Sell It
Directly to Consumer
To Be (Re)sold
To Middleman
Through Middleman
To Be Used
15
Product Disposal

• Lateral Cycling Junk or Junque