9-1 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Chapter 9 Buying and Disposing CONSUMER BEHAVIOR, 9e Michael R. Solomon

9-2 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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.

9-3 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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.

9-4 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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

9-5 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Situational Influences

9-6 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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

9-7 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Temporal Factors: Economic Time Timestyle Time Poverty

9-8 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Temporal Factors: Psychological Time Social Temporal Orientation Planning Orientation Polychronic

9-9 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Five Perspectives on Time Time is a _____. Pressure cooker Map Mirror River Feast

9-10 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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

9-11 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Figure 9.2 Drawings of Time

9-12 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Figure 9.3 The Shopping Experience: Dimensions of Emotional States

9-13 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Reasons for Shopping Social experiences Sharing of common interests Interpersonal attraction Instant status The thrill of the hunt

9-14 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall E-Commerce: Clicks versus Bricks Benefits: good customer service, more options, more convenient Limitations: lack of security, fraud, actual shopping experience, shipping charges

9-15 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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?

9-16 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Retailing as Theater Landscape themes Marketscape themes Cyberspace themes Mindscape themes

9-17 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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

9-18 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall FedEx Makeover BEFOREAFTER

9-19 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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?

9-20 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall In-Store Decision Making Spontaneous shopping Unplanned buying Impulse buying Point-of-purchase (POP) stimuli Salesperson influence

9-21 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Figure 9.4 Image of an Impulse Buyer

9-22 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Discussion What qualities seem to differentiate good and bad salespeople? In what retail outlets do you tend to find “good” salespeople? Why?

9-23 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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

9-24 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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

9-25 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Figure 9.5 Customer Expectation Zones

9-26 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Acting on Dissatisfaction Voice response: appeal to retailer directly Private response: express dissatisfaction to friends or boycott store Third-party response: take legal action

9-27 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Figure 9.6 Going to the Gemba

9-28 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Product Disposal Strong product attachment = painful disposal process Ease of product disposal is now a key product attribute to consumers Disposal options

9-29 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Divesting of Unwanted Items Iconic Transfer Ritual Transition Place Ritual Ritual Cleansing

9-30 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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?

9-31 5/20/2015 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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.