Chapter 9

Buying and Disposing

Chapter Objectives
When you finish this chapter, you should
understand why:
1. Factors at the time of purchase
dramatically influence the consumer
decision-making process.
2. The information a store or Web site
provides strongly influences a purchase
decision.
Chapter Objectives (continued)
3. A salesperson often is the crucial
connection to a purchase.
4. Marketers need to be concerned about a
consumers evaluations of a product after
he buys it as well as before.
5. Getting rid of products when consumers
no longer need or want them is a major
concern both to marketers and to public
policy makers.
Learning Objective 1
Many factors at the time of purchase
dramatically influence the consumers
decision-making process
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
Situational Influences
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
Temporal Factors: Economic Time
Timestyle
Time Poverty
Temporal Factors: Psychological Time
Social
Temporal Orientation
Planning Orientation
Polychronic
Five Perspectives on Time
Time is a _____.
Pressure cooker
Map
Mirror
River
Feast

Drawings of Time
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
For Reflection
In what ways do you experience time
poverty? What products do you purchase
because of the sense of time poverty?
Learning Objective 2
The information a store or Web site
provides strongly influences a purchase
decision, in addition to what a shopper
already knows or believes about a
product.
The Shopping Experience:
Dimensions of Emotional States
Reasons for Shopping
Social experiences
Sharing of common
interests
Interpersonal attraction
Instant status
The thrill of the hunt

E-Commerce: Clicks versus Bricks
Benefits: good customer
service, more options,
more convenient
Limitations: lack of
security, fraud, actual
shopping experience,
shipping charges
For Reflection
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?
Retailing as Theater
Landscape themes
Marketscape themes
Cyberspace themes
Mindscape themes
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
FedEx Makeover
BEFORE AFTER
For Reflection
How would you depict
an impulse buyer?
Explain.
Learning Objective 3
A salesperson often is the crucial
connection to a purchase.
For Reflection
What qualities seem to differentiate good
and bad salespeople?
In what retail outlets do you tend to find
good salespeople? Why?
Learning Objective 4
Marketers need to be concerned about a
consumers evaluation of a product after
he or she buys it as well as before.
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
Quality Is What We Expect It to Be
Expectancy Disconfirmation Model
Marketers must manage expectations
Dont overpromise
When product fails,
reassure customers
with honesty
Customer Expectation Zones
Acting on Dissatisfaction
Voice response: appeal to retailer directly
Private response: express dissatisfaction
to friends or boycott store
Third-party response: take legal action
Going to the Gemba
For Reflection
Share a story of a time you acted on a
feeling of dissatisfaction with a product.
Which behavior did you exhibit? Why?
Learning Objective 5
Getting rid of products when consumers
no longer need or want them is a major
concern both to marketers and to public
policymakers.
Divesting of Unwanted Items
Iconic Transfer Ritual
Transition Place Ritual
Ritual Cleansing
Product Disposal
Strong product attachment = painful disposal
process
Ease of product disposal is now a key product
attribute to consumers
Disposal options
For Reflection
Have you ever sold something at a garage
sale or on e-Bay?
Did you have a strong attachment to the
item(s)?
What divestment rituals did you go through
as you prepared to offer the item(s) for
sale?
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.