Chapter 9Buying and Disposing

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CONSUMER BEHAVIOR, 10eMichael R. Solomon

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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.

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Chapter Objectives (continued)

3. A salesperson often is the crucial connection to a purchase.

4. Marketers need to be concerned about a consumer’s 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 consumer’s decision-making process

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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

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Social and Physical Surroundings

• Affect a consumer’s motives for product usage and product evaluation

• Décor, 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

For Reflection

• In what ways do you experience time poverty? What products do you purchase because of the sense of time poverty?

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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.

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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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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?

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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

For Reflection

• How would you depict an impulse buyer?

• Explain.

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Learning Objective 3

• A salesperson often is the crucial connection to a purchase.

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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 consumer’s evaluation of a product after he or she buys it as well as before.

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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• Don’t overpromise• When product fails,

reassure customers

with honesty

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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

For Reflection

• Share a story of a time you acted on a feeling of dissatisfaction with a product. Which behavior did you exhibit? Why?

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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.

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Divesting of Unwanted Items

Iconic Transfer Ritual

Transition Place Ritual

Ritual Cleansing

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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?

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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.