Chapter 10 Buying and Disposing CONSUMER BEHAVIOR, 8e Michael Solomon.
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Transcript of Chapter 10 Buying and Disposing CONSUMER BEHAVIOR, 8e Michael Solomon.
Chapter 10
Buying and Disposing
CONSUMER BEHAVIOR, 8eMichael Solomon
10-2
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
10-3
Situational Effects on Consumer Behavior (cont.)
• Mood Effects: The way we feel at a particular time affects what we buy or do
• Day Reconstruction Method• How do morning vs. afternoon vs. evening vs.
late-night purchases differ?• Weekend vs. weekday purchases
• Situational self-image (“Who am I right now?”)
10-4
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
• Examples: Jam-packed bars and stadiums• Interpretation of arousal: density versus
crowding• Type of consumer patrons
• social class• similarity to me
10-5
Temporal Factors (Time)
What exactly is TIME?• Time styles: consumers try to
maximize satisfaction by dividing time among tasks
• Time poverty• One-third of Americans
feel rushed• Marketing innovations
allow us to save time• Polychronic activity –
“multitasking”
10-6
Temporal Factors (cont.)
Psychological time: consumers’ perception of time
• Often much different than reality
• Time categories relevant to marketers• Good times for ads / sales messages: occasion/leisure
times, time to kill, distraction needs• Bad times for ads / sales messages : flow, engrossment and
deadline times
• Time perspective metaphors• Time is a pressure cooker• Time is a map• Time is a mirror• Time is a river• Time is a feast
10-7
Temporal Factors (cont.)
• Time styles / attitudes come from culture• Linear separable time – “there’s a time and place for
everything”, follow the clock (Americans)• Procedural time – “when the time is right”, ignore the
clock (French)• Circular/cyclic time – present-oriented, actions governed
by the seasons (Hispanics), little sense of future
• Queuing theory: mathematical study of waiting lines• Waiting for product = perception of good quality• Too much waiting = negative feelings• Marketers use “tricks” / distractions to minimize
psychological waiting time
10-8
The Shopping Environment
Antecedent states: mood/physiological condition influences what we buy, how much we spend and how we evaluate products and services
• Mood = combination of “affective valence” and arousal• The difference between “mood” and “emotion”• Happiness = high in pleasantness and moderate in arousal• Elation = high pleasantness, high arousal• Mood biases judgments of products/services• Moods are affected by store design, music, interaction
with staff, TV programs, ad humor, etc.
10-9
Reasons for Shopping
Reasons for shopping:
• Utilitarian vs. Experiential
• Experiential / Hedonic reasons include:• Social experiences• Sharing of common
interests• Interpersonal attraction• Instant status• The thrill of the hunt
10-10
Retailing as Theater
• Competition for customers is becoming intense as nonstore alternatives multiply
• Malls gain loyalty by appealing to social motives (much less about ‘buying product’)
• Retail techniques:• Landscape themes• Marketscape themes• Cyberspace themes• “Home away from home”
10-11
FedEx Makeover
BEFORE AFTER
10-12
Store Image
Store image: personality of the store
• Atmosphere
• Location
• Merchandise mix and layout
• Congeniality / politeness / helpfulness of sales staff
Is store image easy to copy?
10-13
E-Commerce: Clicks versus Bricks
• E-commerce reaches customers around the world, but competition increases exponentially
• Benefits: good customer service, technology value
• Limitations: security/identity theft, actual shopping experience, large delivery/return shipping charges
• Can marketers instill “good mood online?”
• Is “store image” still relevant online?
10-14
Atmospherics & Consumer Involvement
Atmospherics: conscious designing of space and dimensions to evoke certain effects
• Colors/lighting, scents, and sounds/music affect time spent in store and spending
• Getting Consumers Involved in a Product Creation Experience• Build-A-Bear Workshop • Club Libby Lu• Viking Home Chef and Viking Culinary
Academy• Universal Studios
10-15
In-Store Decision Making
• Spontaneous shopping consists of:• Unplanned buying: reminded to buy something• Impulse buying: sudden, irresistible urge to buy
• Point-of-purchase (POP) stimuli: product display or demonstration that draws attention• Music store CD sampler, “endcap” displays
• Salespeople Effects• Commercial friendships• Are “commercial friendships” a good idea?• Good salespeople vs. bad salespeople
10-16
Quality Is What We Expect It to Be
• Expectancy disconfirmation• consumers form expectations of product
quality based on prior performance and experience
• Disconfirmation is when expectations aren’t met
• Marketers must “manage expectations”• Don’t promise what you can’t deliver• Consider under-promising a little• When product fails, marketers must reassure
customers with honesty
10-17
Customer Expectation Zones
10-18
Acting on Dissatisfaction
Three ways consumers can act on dissatisfaction:
• Voice response: appeal to retailer directly (encourage this!)
• Private response: express dissatisfaction to friends or boycott store
• Third-party response: take legal action
• Or… Do nothing.
10-19
TQM: Going to the Gemba
• Observe first-hand how people actually interact with their environment in order to identify potential problems
• Gemba: the one true source of information• Need to send marketers/designers to the precise
place of product consumption• Host Foods study in airport cafeterias
10-20
Going to the Gemba
10-21
Product Disposal
• Strong product attachment = painful disposal process
• Ease of product disposal is now a key product attribute to consumers• Disposal fees for tvs, computers, etc.
• Some consumers buy new products before disposing of old products
• The “move-then-throw-away” phenomenon
• Disposal options (see next slide)
10-22
Consumers’ Disposal Options
10-23
Lateral Cycling: Junk versus “Junque”
• Lateral cycling: already purchased products are sold to others or exchanged for still other things• EBay, Flea markets, garage sales, classified ads,
bartering for services, hand-me-downs, etc.
• Divestment rituals:• Iconic transfer: taking photos of objects before
selling them• Transition-place: putting items in an out-of-the-
way location before disposing of them• Ritual cleansing: washing, ironing, and/or
meticulously wrapping the item