Chapter 9

Buying and Disposing

CONSUMER BEHAVIOR, 9e
Michael R. Solomon

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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.
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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

consumers 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.
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Figure 9.1 Issues Related to Purchase and Postpurchase Activities

A consumers choices are affected by many

personal factorsand the sale doesnt end at the time of purchase

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Situational Influences

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Social and Physical Surroundings

Affect a consumers motives for product

usage and product evaluation

Dcor, odors, temperature Co-consumers as product attribute Large numbers of people = arousal Interpretation of arousal: density versus
crowding Type of patrons

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Temporal Factors: Economic Time

Timestyle Time Poverty

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Temporal Factors: Psychological Time

Social Temporal Orientation Planning Orientation Polychronic
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Five Perspectives on Time

Time is a _____. Pressure cooker Map Mirror River Feast

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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

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Figure 9.2 Drawings of Time

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Figure 9.3 The Shopping Experience: Dimensions of Emotional States

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Reasons for Shopping

Social experiences Sharing of common interests Interpersonal attraction Instant status The thrill of the hunt

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E-Commerce: Clicks versus Bricks

Benefits: good customer

service, more options, more convenient

Limitations: lack of
security, fraud, actual shopping experience, shipping charges

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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?

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Retailing as Theater

Landscape themes Marketscape themes Cyberspace themes Mindscape themes

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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
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FedEx Makeover
BEFORE AFTER

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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?

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In-Store Decision Making

Spontaneous shopping Unplanned buying Impulse buying Point-of-purchase (POP) stimuli Salesperson influence

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Figure 9.4 Image of an Impulse Buyer

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Discussion

What qualities seem to differentiate good and

bad salespeople?

In what retail outlets do you tend to find

good salespeople? Why?

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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

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Quality Is What We Expect It to Be

Expectancy Disconfirmation Model Marketers must manage expectations Dont overpromise When product fails,
reassure customers with honesty

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Figure 9.5 Customer Expectation Zones

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Acting on Dissatisfaction

Voice response: appeal to retailer directly Private response: express dissatisfaction to

friends or boycott store

Third-party response: take legal action

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Figure 9.6 Going to the Gemba

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Product Disposal

Strong product attachment = painful disposal

process

Ease of product disposal is now a key

product attribute to consumers

Disposal options

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Divesting of Unwanted Items

Iconic Transfer Ritual Transition Place Ritual Ritual Cleansing

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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?

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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.

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