chp 1

Report
Chapter 9
Buying and Disposing
CONSUMER
BEHAVIOR, 10e
Michael R. Solomon
9-1
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter Objectives
When you finish this chapter, you should
understand why:
1. Factors at the time of purchase
dramatically influence the consumer
decision-making process.
2. The information a store or Web site
provides strongly influences a purchase
decision.
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Chapter Objectives (continued)
3. A salesperson often is the crucial
connection to a purchase.
4. Marketers need to be concerned about a
consumer’s evaluations of a product after
he buys it as well as before.
5. Getting rid of products when consumers
no longer need or want them is a major
concern both to marketers and to public
policy makers.
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9-3
Learning Objective 1
• Many factors at the time of purchase
dramatically influence the consumer’s
decision-making process
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9-4
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
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9-5
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
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Temporal Factors: Economic Time
Timestyle
Time Poverty
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Temporal Factors: Psychological Time
Social
Temporal Orientation
Planning Orientation
Polychronic
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Five Perspectives on Time
• Time is a _____.
• Pressure cooker
• Map
• Mirror
• River
• Feast
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9-9
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
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9-10
For Reflection
• In what ways do you experience time
poverty? What products do you purchase
because of the sense of time poverty?
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Learning Objective 2
• The information a store or Web site
provides strongly influences a purchase
decision, in addition to what a shopper
already knows or believes about a
product.
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9-12
Figure 9.3 The Shopping Experience:
Dimensions of Emotional States
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Reasons for Shopping
•
•
•
•
•
Social experiences
Sharing of common interests
Interpersonal attraction
Instant status
The thrill of the hunt
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9-14
E-Commerce: Clicks versus Bricks
• Benefits: good customer
service, more options,
more convenient
• Limitations: lack of
security, fraud, actual
shopping experience,
shipping charges
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9-15
For Reflection
• 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?
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Retailing as Theater
•
•
•
•
Landscape themes
Marketscape themes
Cyberspace themes
Mindscape themes
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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
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FedEx Makeover
BEFORE
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AFTER
9-19
For Reflection
• How would you depict
an impulse buyer?
• Explain.
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9-20
Learning Objective 3
• A salesperson often is the crucial
connection to a purchase.
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9-21
For Reflection
• What qualities seem to differentiate good
and bad salespeople?
• In what retail outlets do you tend to find
“good” salespeople? Why?
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Learning Objective 4
• Marketers need to be concerned about a
consumer’s evaluation of a product after
he or she buys it as well as before.
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9-23
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
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9-24
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
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Acting on Dissatisfaction
• Voice response: appeal to retailer directly
• Private response: express dissatisfaction
to friends or boycott store
• Third-party response: take legal action
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For Reflection
• Share a story of a time you acted on a
feeling of dissatisfaction with a product.
Which behavior did you exhibit? Why?
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Learning Objective 5
• Getting rid of products when consumers
no longer need or want them is a major
concern both to marketers and to public
policymakers.
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9-28
Divesting of Unwanted Items
Iconic Transfer Ritual
Transition Place Ritual
Ritual Cleansing
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For Reflection
• Have you ever sold something at a garage
sale or on e-Bay?
• Did you have a strong attachment to the
item(s)?
• What divestment rituals did you go through
as you prepared to offer the item(s) for
sale?
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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.
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9-31

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