10-1
Chapter 10
Buying and
Disposing
10-2
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
Issues Related to Purchase and
Post Purchase Activities
ANTECEDENT
STATES
•Situational Factors
•Usage Context
•Time Pressure
•Mood
•Shopping
Orientation
PURCHASE
ENVIRONMENT
• The Shopping
Experience
•Point of Purchase
Stimuli
•Sales Interactions
10-3
POSTPURCHASE
PROCESSES
•Consumer
Satisfaction
•Product Disposal
•Alternative
Markets
10-4
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)
10-5
Dimensions of Emotional States
10-6
Shopping Experience: A Job or An Adventure?
Thrill of
the Chase
Instant
Status
Social
Experiences
Understanding
Shopping
Motives
Interpersonal
Attraction
Sharing
Common
Interests
Shopping Experience: A Job or An Adventure?
Shopping Orientation
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
10-7
Shopping Experience: A Job or An Adventure?
• 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.
10-8
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.
10-9
Postpurchase Satisfaction
10-10
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
Quality is What We Expect
It To Be
10-11
• 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 of Managing
Expectations - customer dissatisfaction is usually
due to expectations exceeding the company’s
ability to deliver.
10-12
Expectation Zones
10-13
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?
Acting on Dissatisfaction
Voice
Response
Private
Response
Third-Party
Response
Consumers’ Disposal Options
10-14
PRODUCT
Get Rid of
Item Permanently
Keep Item
Use It to
Serve Original
Purpose
Throw It
Away
To Be
(Re)sold
Convert It to
Serve a
New Purpose
Give It
Away
To Be
Used
Store
It
Get Rid of
Item Temporally
Rent
It
Trade It
Directly to
Consumer
Loan
It
Sell It
Through
Middleman
To
Middleman
10-15
Product Disposal
• Lateral Cycling: Junk or “Junque”