Buyer Behaviour BUYING DISPOSING Chp 10 With Duane

Buyer Behaviour BUYING & DISPOSING Chp. 10 With Duane Weaver

OUTLINE • Issues in Buying and Disposing • Consumption Situation • E-Commerce: – Consumer’s Perspective – Marketer’s Perspective • Post-purchase Satisfaction • Product Disposal • VIDEO

Issues in Buying and Disposing Antecedent States Purchase Environment Postpurchase Processes • Situational Factors • Usage Contexts • Time Pressure • Mood • Shopping Orientation • The Shopping Experience • Consumer Satisfaction • Point-of-Purchase Stimuli • Product Disposal • Sales Interactions • Alternative Markets

Consumption Situation (1 of 2) (situational effects) • Physical Surroundings – Décor, smells, temperature • Social Surroundings – Presence or absence of clientele • Private resort vs. night club • Temporal Factors – Perceptions of time impact decisions • Antecedent States – Mood and psychological states influence evaluations • Shopping Orientation – Economic, recreational, apathetic, ethical

Consumption Situation (2 of 2) (situational effects) • Salesperson – Interaction, knowledge • Store Image • Retailing as Theatre • In Store Decision Making – Spontaneous shopping, impulse buying, point of purchase stimuli • E-commerce

Post-purchase Satisfaction • Expectancy disconfirmation model – satisfaction depends on the degree to which performance is consistent with expectations REALITY REINFORCES PERCEPTION Acting on Dissatisfaction: 1) Voice Response 2) Private Response 3) Third-Party Response

Product Disposal WHY ON EARTH do we/should we CARE about how or why/when consumers DISPOSE? What is the impact to our business? Is there any at all? Disposal Options: Keep Item Dispose Permanently Dispose Temporarily Lateral cycling: A process where alreadypurchased objects are sold to others or exchanged T? C PA for other items M I e W is hat th

THANKS • See you next class…