Chapter 9 Buying and Disposing CONSUMER BEHAVIOR 9

Chapter Objectives When you finish this chapter, you should understand why: • Factors at the time of purchase dramatically influence the consumer decision-making process. • In addition to what a shopper already knows or believes about a product, information, a store, or Web site provides can strongly influence a purchase decision. 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -2

Chapter Objectives (continued) • A salesperson can be the crucial link between interest in a product and its actual purchase. • Marketers need to be concerned about a consumer’s evaluations of a product after he buys it as well as before. • Getting rid of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers. 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -3

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 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -4

Situational Influences 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9

Social and Physical Surroundings • Affect a consumer’s motives for product usage and product evaluation • Décor, odors, temperature • Co-consumers as product attribute • Large numbers of people = arousal • Interpretation of arousal: density versus • crowding Type of patrons 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -6

Temporal Factors: Economic Timestyle Time Poverty 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing

Temporal Factors: Psychological Time Social Temporal Orientation Planning Orientation Polychronic 11/30/2020 Copyright © 2011

Five Perspectives on Time • Time is a _____. • Pressure cooker • Map

Temporal Factors: The Experience of Time • Culture and the experience of time • Linear separable time • Procedural time • Circular/cyclic time • Queuing theory • Waiting for product = good quality • Too much waiting = negative feelings 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -10

Figure 9. 2 Drawings of Time 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing

Figure 9. 3 The Shopping Experience: Dimensions of Emotional States 11/30/2020 Copyright © 2011

Reasons for Shopping • • • Social experiences Sharing of common interests Interpersonal attraction Instant status The thrill of the hunt 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -13

E-Commerce: Clicks versus Bricks • Benefits: good customer service, more options, more convenient • Limitations: lack of security, fraud, actual shopping experience, shipping charges 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -14

Discussion • Will e-commerce eventually replace traditional brick-and-mortar retailing? Why or why not? • What are the benefits that traditional retail stores provide that e-commerce cannot provide? 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -15

Retailing as Theater • • Landscape themes Marketscape themes Cyberspace themes Mindscape themes 11/30/2020

Store Image • Store image: personality of the store • Location + merchandise suitability + knowledge/congeniality of sales staff • Other intangible factors affecting overall store evaluation: • Interior design • Types of patrons • Return policies • Credit availability 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -17

Fed. Ex Makeover BEFORE 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice

Discussion • The mall of the future will most likely be less about purchasing products than exploring them in a physical setting. Retail environments will have to become places to build brand images, rather than just places to sell products. • What are some strategies stores can use to enhance the emotional/sensory experiences their customers receive? 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -19

In-Store Decision Making • Spontaneous shopping • Unplanned buying • Impulse buying • Point-of-purchase (POP) stimuli • Salesperson influence 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -20

Figure 9. 4 Image of an Impulse Buyer 11/30/2020 Copyright © 2011 Pearson Education,

Discussion • What qualities seem to differentiate good and bad salespeople? • In what retail outlets do you tend to find “good” salespeople? Why? 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -22

Postpurchase Satisfaction • Postpurchase satisfaction or dissatisfaction is determined by attitude about a product after purchase • Marketers constantly on lookout for sources of consumer dissatisfaction • United Airlines’ “United Rising” campaign 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -23

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 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -24

Figure 9. 5 Customer Expectation Zones 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing

Acting on Dissatisfaction • Voice response: appeal to retailer directly • Private response: express dissatisfaction to friends or boycott store • Third-party response: take legal action 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -26

Figure 9. 6 Going to the Gemba 11/30/2020 Copyright © 2011 Pearson Education, Inc.

Product Disposal • Strong product attachment = painful disposal process • Ease of product disposal is now a key product attribute to consumers • Disposal options 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -28

Divesting of Unwanted Items Iconic Transfer Ritual Transition Place Ritual Cleansing 11/30/2020 Copyright ©

Discussion • Interview people who have sold items at a flea market or garage sale. • Ask them to identify some items to which they had a strong attachment. • What divestment rituals did they go through as they prepared to offer these items for sale? 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -30

Chapter Summary • Many factors beyond the qualities of a product influence purchase decisions. • People can be influenced by store image, point-of-purchase stimuli, salespeople, and more as they make product choices. • Consumers evaluate their choice after making it and this evaluation affects future choices. • Disposing of products is a challenge. 11/30/2020 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 9 -31