Consumer Behavior by Michael R.

Solomon

WINTER
Template

BUYING & DISPOSING

Reported by: Roselle B. Macabales

CONSUMER CHOICE BEHAVIOR

A consumers choices are affected by many personal factors and the sale doesnt end at the time of purchase
Antecedent States
Situational Factors Usage Contexts Time Pressure Mood Shopping Orientation Purchase Environment Shopping Experience Point-ofPurchase Stimuli Sales Interactions Post purchase Processes Consumer Satisfaction Product Disposal Alternative Markets

ANTECEDENT STATES

Situational Factors Usage Contexts Time Pressure Mood Shopping Orientation

PURCHASE ENVIRONMENT

Shopping Experience Point-of-Purchase Stimuli Sales Interactions

POST-PURCHASE PROCESSES

Consumer Satisfaction Product Disposal Alternative Markets

SITUATIONAL EFFECTS ON CONSUMER BEHAVIOR

Consumption situation
can be behavioral or perceptual we tailor our purchases to specific occasions our Mood affects what we buy or do
Market segmentation strategies position products for important usage situations

4 DIMENSIONS OF TIME
Social Temporal

Planning
Polychronic

SOCIAL & PHYSICAL SORROUNDINGS

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 vs. crowding Type of consumer patrons

TEMPORAL FACTORS
Affecting buying and disposing:

A. Psychological time
Experience of time results from culture
Linear separable time Procedural time Circular/cyclic time

- Queuing theory mathematical study of waiting lines

Waiting for product = good quality Too much waiting = negative feelings Marketers use tricks to minimize psychological waiting time

TEMPORAL FACTORS
Affecting buying and disposing:

B. ECONOMIC TIME Time = economic variable

Time Style
maximizing satisfaction by dividing time among activities/tasks

Perception of time poverty

1/3 Americans feel rushed more options for spending time Overwhelmed with choices Some innovations allow us to save time Polychronic activity/multitasking

ANTECEDENT STATE: MOOD

Mood/physiological condition
influences what we buy and how we evaluate product

DIMESIONS OF AROUSAL

MOOD
Stress impairs info-processing & problem solving pleasure and arousal
Mood = combination of pleasure and arousal Happiness = high in pleasantness and moderate in arousal Mood biases judgments of products/services Moods are affected by store design, music, TV programs

REASONS FOR SHOPPING

A. Social motives
Shopping for utilitarian or hedonic reasons Women shop to love, men shop to win

B. The reasons we shop = complex

C. Shopping orientation- varies by product category, store type, and culture

REASONS FOR SHOPPING

Hedonic shopping motives include:
Social experiences

Sharing of common interests

Interpersonal attraction
Instant status The thrill of the hunt

PURCHASE ENVIRONMENT
A.STORE IMAGE
Stores have personalities : Location + merchandise suitability + knowledge/congeniality of sales staff

factors = overall evaluation of a store:

Interior design Types of patrons Return policies Credit availability

PURCHASE ENVIRONMENT
B. ATMOSPHERICS
Conscious

designing of space & its dimensions to evoke certain effects in buyers Colors/lighting, scents, and sounds/music - affect time spent in store as well as spending levels

RETAILING AS THEATER
Malls gain loyalty by appealing to social motives(malls as town squares) Retail theming techniques:
Landscape themes Marketscape themes Cyberspace themes Mindscape themes

IN-STORE DECISION MAKING

Store displays are a major information source to decide to buy Marketers engineer purchase environments to increase consumer contact at time of decision making

IN-STORE DECISION MAKING

Point-of-Purchase (POP) Stimuli
elaborate product display or demonstration, a coupon-dispensing machine, or even someone giving out free samples

IN-STORE DECISION MAKING

Unplanned buying - when a person is unfamiliar with a store layout. impulse buying when a person experiences a sudden urge that he or she cannot resist.

GENERAL TYPES OF CONSUMER

Planner
Partial planners Impulse purchasers

THE SALES PERSON

Important in-store factor

Exchange theory - every interaction involves an exchange of value Expertise, likeability (similarity, appearance), commercial friendship Dyadic relationship between buyer/seller Identity negotiation Salespersons interaction styles differ

WINTER
Post Purchases Processes
Outcomes and Disposal

Template

POST PURCHASE SATISFACTION

CS/D determined by attitude about product after purchase Marketers look for sources of consumer dissatisfaction United Airlines United Rising campaign

PERCEPTIONS OF PRODUCT QUALITY

We want quality and value in our products! Product quality = competitive advantage

PERCEPTIONS OF PRODUCT QUALITY

Cues for quality and reduced risk: Brand name Price Advertising campaign expenditures Product warranties Follow-up letters from company

QUALITY IS WHAT WE EXPECT TO BE

Expectancy disconfirmation model of product performance Expectations = satisfaction and/or dissatisfaction

Managing expectations: Dont promise what you cant deliver! Product failure: reassure customers with honesty of problem

ACTING ON DISSATISFACTION
Voice response Private response Third-party response
Marketers need to encourage/respond to customers complaints.
Shoppers who get their problems resolved feel even better about the store than if nothing had gone wrong

ACTING ON DISSATISFACTION
Factors in customer dissatisfaction response Expensive products Products from a store Older people

PRODUCT DISPOSAL
Strong product attachment = painful disposal process. Possessions = identity anchors

Ease of product disposal is now a key product attribute to consumers

PRODUCT DISPOSAL
Disposal options
Keep old item Temporarily dispose of it Permanently dispose of it

DISPOSAL OPTIONS

Reasons for product replacement Desire for new features Change in consumers environment Change in consumers role/self-image

DISPOSAL OPTIONS

Public policy implications of product disposition Recycling = priority in many countries

Roselle B. Macabales