buying and disposing. making a purchase is often not a simple, routine matter of going to the store...
TRANSCRIPT
Buying andDisposing
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
POSTPURCHASEPROCESSES
ANTECEDENTSTATES
•Situational Factors
•Usage Context
•Time Pressure
•Mood
•Shopping Orientation
PURCHASE ENVIRONMENT
• The Shopping Experience
•Point of Purchase Stimuli
•Sales Interactions
•Consumer Satisfaction
•Product Disposal
•Alternative Markets
UnderstandingShoppingMotives
SocialExperiences
Thrill ofthe Chase
InstantStatus
SharingCommonInterests
InterpersonalAttraction
Economic ShopperRational, Goal-Oriented, Maximize Value of Their Dollar
Personalized ShopperForms Strong Attachments to Store Personnel
Ethical ShopperSupports Locally Owned Stores Rather Than Big Chains
Apathetic ShopperDoesn’t Like to Shop, a Necessary But Unpleasant Chore
Recreational ShopperViews Shopping as a Fun, Social Activity
Shopping Orientation
In-Store Decision MakingIn-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) Point-of-Purchase stimuli (POP) is increasingly popular and sophisticated and includes: In-Store Displays that dispense products and/or
coupons. SalespersonSalesperson
• 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 Identity Negotiation.
Post-purchase Satisfaction
Perceptions of Product Quality
Brand Name Warranties
Price Follow-up Letters & Calls
Advertising
Consumer Satisfaction/ Dissatisfaction (CS/D) 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:
Post-purchase CB
VoiceResponse
PrivateResponse
Acting on Dissatisfaction
Third-PartyResponse
Marketers Should Encourage Customers to Complain 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?
Dissatisfaction Responses
Keep ItemGet Rid of
Item PermanentlyGet Rid of
Item Temporally
Store It
Rent It
Convert It toServe a
New Purpose
Sell ItTrade ItGive ItAway
PRODUCT
Loan It
Use It toServe Original
Purpose
Throw ItAway
ToMiddleman
ThroughMiddleman
Directly toConsumer
To BeUsed
To Be(Re)sold