The Purchase, situation, post purchase, evaluation and product disposal Presented By: Ayesha Ishaq Sharrel Palous Maida Asif Ayesha Butt

Issues related to Purchase and Post purchase activities Antecedent State Situational Factors Usage context Time pressure Mood Shopping orientation Purchase Environment The shopping experience POP –stimuli Sales interactions Post Purchase processes Consumer satisfaction Product disposal Alternative markets

Antecedent Phase  Situational factors  Usage context  Time pressure  Mood  Shopping orientation

Situational Factors Consumption situations: defined as factors beyond characteristics of person and product that influence the buying or usage of services/products. Situational effects: Behavioral (friends) Perpetual Situational self image (boyfriend- spend lavishly on date with girl friend, but not when hanging out with other friends) Ethnic group Situation influence our choices of buying products

Situational Segmentation  Product positioning  motorcyclist

Residential styles Furniture

Social and Physical Surroundings Physical surroundings Decor Smell Temperature Co-consumer’s Other customers in setting

Social and Physical Surroundings Polarization: the presence of large number of people in a consumer environment increases arousal levels, thus the consumer's subjective experience of setting trends to be more intense. Crowding: actual number of people occupying a space.

Temporal Factors “Time is Money”  Economic Time: Time style Time poverty Poly-chronic activity or multi tasking

 Psychological Time: Queuing theory: Mathematical study of waiting in line. Tricks: Minimizing psychological waiting. McDonalds's – multiline system Wendy’s multistage system Disneyland – bends at the corners

Shopping It is a way to acquire needed products and services, but social motives for shopping are also important.

When we shop the things? Need Want With Seasonal changes Test the new products in market (e.g strawberry flavor yoghurt of Nestle) To get social motives.

Mood Mood at the time of buying impact our shopping. Mood state biases our judgments of products and services.

What affects our Mood? Store design Attractive offers Music (in restaurants and stores) Attractive salesperson Aroma in the stores or restaurants. Television ads and programs also include factors that affect our mood positively.

Good Mood Orientation By Marketers Rhythmic music in shops Nice fragrance in shopping malls Theme of shops ( as in stone-age) Use of dim light and soft music in restaurants Dark red and yellow color combinations and fast music at fast food stalls/ restaurants Sale and discount offers on products

Shopping Orientation Consumers can be segmented in terms of their shopping orientation, or general attitudes about shopping. E.g. we like to do shopping for our clothes but we will not enjoy if we have to buy grocery.

Other things that affect mood and feelings about shopping.  Culture  Affordability  Accessibility

The Purchase Environment Retailing as theater- toy story shops Turns the mood of customers into fantasy world Store image- like product image( good or bad) Atmosphere- calm feeling lights brighter eat fast-, slow – eat less- weight loss Music – hard drinkers – more drink soft music

In store Decision Making Now more of marketers – to advertising – stores Spontaneous shopping: unplanned buying – unfamiliar store layout(time pressure) Creates new need- as you see new stuff e.g. after seeing corn flakes you want to buy Impulse buying: person experiences a sudden urge that she or he can’t resist

Candy – gums – check point Point- of- Purchase Stimuli- occur while some one shopping Marketers believe in providing info regarding products in store. E.g. bill boards, demonstrations, free sampling Different games like dalda cooking oil – hyper star, Elizabeth Arden – computer make over

The Sale Person Exchange theory: every day interaction involve exchange of values. ▫ Resource exchange: expertise advice, how they guide- effectiveness ▫ The Sale interaction: Age, gender, education of customer and intellectually call customers desire into action

Post Purchase Process Post-purchase behavior is when the customer assesses whether he is satisfied or dissatisfied with a purchase.

Post Purchase Process Effected By Certain Factors  Consumer Satisfaction  Product Disposal  Alternative Markets

Consumer Satisfaction It fulfills when the product fulfills the expectations of consumer. It must be of good quality ( A thing different in a sense that not everybody can afford it) Prior Expectations effects our thoughts that what quality is? Tell about the features of product clearly.

To Avoid Dissatisfaction of Consumer Don’t Over Promise If You Can’t Deliver Best… Don’t over praise your product…. Ask consumer for complaints and comments about product

What you can do? If you are not happy about product… Voice Response (appeal directly to retailer) Private Response: tell your friends and family and boycott from the product. Third-Party Response: Take legal actions against the low quality of product.

Disposal of Product When a product is no longer of use Temporarily dispose of it (keep it in store) Permanently dispose of it But it is best to resale your goods rather than disposing them permanently e.g OLX AVOID LANDFILLS… REDUCE WASTE… RE- USE MATERIAL

Alternative Markets When a consumer is not sure about the product s/he will definite will go for alternative e.g A customer of zinger burger will go for hardee’s (due to juicy feature) rather than any of local one