9-1 Chapter 9 Buying and Disposing CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior

9-2 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

9-3 Situational Influences Our purchase choices are heavily influenced by the situation Example: ad for business clothing Example: restaurant choice for couple versus family

9-4 Social and Physical Surroundings Affect a consumer’s motives for product usage and product evaluation Décor, odors, temperature Type and number of co-consumers Type of patrons affects our perceptions Crowds = high arousal level & intense experience

9-5 Temporal Factors: Economic Time Timestyle Time Poverty “Time is Money”

9-6 Temporal Factors: Psychological Time Social Temporal Orientation Planning Orientation Polychronic

9-7 Temporal Factors: The Experience of Time Culture and the experience of time Linear time (“Western”) Circular/cyclic time (“Eastern”) Queuing theory Waiting for product = good quality Too much waiting = negative feelings

9-8 Figure 9.3 The Shopping Experience: Dimensions of Emotional States (Mood)

9-9 Reasons for Shopping Social experiences Sharing of common interests Interpersonal attraction Instant status The thrill of the hunt

9-10 E-Commerce: Clicks versus Bricks Benefits: good customer service, more options, more convenient Limitations: lack of security, fraud, actual shopping experience, shipping charges

9-11 Retailing as Theater Landscape themes Marketscape themes Cyberspace themes Mindscape themes

9-12 Store Image Store image = personality of the store Location + merchandise suitability + knowledge/congeniality of sales staff Other intangible factors: Interior design Types of patrons Return policies Credit availability

9-13 In-Store Decision Making Spontaneous shopping Unplanned buying Impulse buying Point-of-purchase (POP) stimuli Salesperson influence

9-14 Postpurchase Satisfaction Attitude about a product after purchase Marketers constantly on lookout for sources of consumer dissatisfaction

9-15 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

9-16 Acting on Dissatisfaction Voice response Private response Third-party response

9-17 Product Disposal Strong product attachment painful disposal process Ease of product disposal now a key product attribute Disposal options

9-18 Divesting of Unwanted Items Iconic Transfer Ritual Transition Place Ritual Ritual Cleansing

9-19 Chapter 9: Buying & Disposing Key Concepts Antecedents, purchase, and postpurchase activities & influences Situational influences Social and physical surroundings Temporal factors Mood (emotional states) Clicks versus Bricks Retailing as theater Store image In-store decision making Spontaneous shopping Postpurchase satisfaction Acting on dissatisfaction Product disposal Divesting of unwanted items