Buying andDisposing

Making a purchase is often not a simple, routine matter of going to the store and quickly picking out something.

Situational Effects on Consumer Behavior• Consumption Situation• Situational Self Image

POSTPURCHASEPROCESSES

ANTECEDENTSTATES

•Situational Factors

•Usage Context

•Time Pressure

•Mood

•Shopping Orientation

PURCHASE ENVIRONMENT

• The Shopping Experience

•Point of Purchase Stimuli

•Sales Interactions

•Consumer Satisfaction

•Product Disposal

•Alternative Markets

UnderstandingShoppingMotives

SocialExperiences

Thrill ofthe Chase

InstantStatus

SharingCommonInterests

InterpersonalAttraction

Economic ShopperRational, Goal-Oriented, Maximize Value of Their Dollar

Personalized ShopperForms Strong Attachments to Store Personnel

Ethical ShopperSupports Locally Owned Stores Rather Than Big Chains

Apathetic ShopperDoesn’t Like to Shop, a Necessary But Unpleasant Chore

Recreational ShopperViews Shopping as a Fun, Social Activity

Shopping Orientation

In-Store Decision MakingIn-Store Decision Making• Many purchases are influenced by the store environment and

contribute to: Spontaneous/Unplanned Buying - result from time

pressures or reminders. Impulse Buying - sudden urge to purchase.

• Point-of-Purchase stimuli (POP) Point-of-Purchase stimuli (POP) is increasingly popular and sophisticated and includes: In-Store Displays that dispense products and/or

coupons. SalespersonSalesperson

• An important factor who attempts to influence the buying behavior of the customer through: Resource Exchange, “What do I get from the

salesperson?” Sales Interaction through Identity Negotiation Identity Negotiation.

Post-purchase Satisfaction

Perceptions of Product Quality

Brand Name Warranties

Price Follow-up Letters & Calls

Advertising

Consumer Satisfaction/ Dissatisfaction (CS/D) Consumer Satisfaction/ Dissatisfaction (CS/D) is Determined by the Overall Feelings, or Attitude, a

Person Has About a Product After It Has Been Purchased. It is Influenced By:

Post-purchase CB

VoiceResponse

PrivateResponse

Acting on Dissatisfaction

Third-PartyResponse

Marketers Should Encourage Customers to Complain People Are Likely to Spread the Word About

Unresolved Negative Experiences.

If a Person is Not Happy With a Product or Service, What Can They Do?

Dissatisfaction Responses

Keep ItemGet Rid of

Item PermanentlyGet Rid of

Item Temporally

Store It

Rent It

Convert It toServe a

New Purpose

Sell ItTrade ItGive ItAway

PRODUCT

Loan It

Use It toServe Original

Purpose

Throw ItAway

ToMiddleman

ThroughMiddleman

Directly toConsumer

To BeUsed

To Be(Re)sold