Buying and Disposing Flashcards
(25 cards)
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
Situational Effects on Consumer Behaviour - Consumption situation
Defined by contextual factors over and above characteristics of the person and the product
We tailor our purchases to specific occasions
-The way we feel at a particular time affects what we buy or do
-Situational self-image (“Who am I right now?”)
Identifying usage situations
Situational Effects on Consumer Behaviour -Physical and Social Surroundings
Affect a consumer’s motives for product usage and product evaluation
-Décor, odors, temperature
-Co-consumers as product attributes
*Large numbers of people = arousal
*Interpretation of arousal: density vs. crowding
*Type of consumer patrons matters
*consumer contamination
Situational Effects on Consumer Behaviour -Temporal Factors (Economic Time)
Economic time
-Time style: Consumers try to maximize satisfaction by dividing time among tasks
-Time poverty
*One-third of Canadians feel rushed
*Marketing high tech innovations allow us to save time
*Polychronic activity/multitasking
Temporal Factors (Psychological Time)
-Psychological time: Consumers’ perception of time
*Flow time
*Occasion time
*Deadline time
*Leisure time
*Time to kill
Temporal Factors (Psychological Time) dimensions
Four dimensions of time:
-social dimension
-temporal orientation dimension
-planning orientation dimension
-polychronic orientation dimension
Queuing Theory
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
Antecedent States: If it feels good…
Antecedent states: Mood/physiological condition influences what we buy and how we evaluate product
-Pleasure and arousal
-Mood congruency
*Mood biases judgments of products/services
*Moods are affected by store design, music, TV programs
Shopping: Job or Adventure?
-Social motives for shopping are important
*Shopping for utilitarian or hedonic reasons
*Women “shop to love,” while men “shop to win”
-The reasons we shop are more complex than may appear on the surface!
Reasons for Shopping
-Vary by product category, store type, and culture
-Hedonic reasons include:
Social experiences
Sharing of common interests
Interpersonal attraction
Instant status
The thrill of the hunt
Group pressure
Shopping Orientation
Several shopping types:
Economic consumer
Personalized consumer
Ethical consumer
Apathetic consumer
Recreational shopper
Think about it: What kind of shopper are you?
E-commerce: Clicks vs. Bricks
-E-commerce reaches customers around the world, but competition increases exponentially
-Benefits: Good customer service, technology value allows for short runs of products, other services
*“See it On” virtual service
*pretailing
-Limitations: Security/identity theft concerns, actual shopping experience, large delivery/return shipping charges
Social Shopping
Defined as an emerging form of e-commerce that allows an online shopper to simulate the experience of shopping with others in a bricks-and-mortar store.
*social shopping mechanisms now being introduced at a rapid rate
Retailing as Theatre
-Competition for customers is becoming intense as nonstore alternatives multiply
-Malls gain loyalty by appealing to social motives “more than a store”
-Retail techniques:
*Landscape themes
*Marketscape themes
*Cyberspace themes
Store Image
Store image: personality of the store
-Location + merchandise suitability + knowledge/congeniality of sales staff
-Some factors in overall evaluation of a store:
*Interior design
*Types of patrons
*Return policies
*Credit availability
Atmospherics
-Conscious designing of space and dimensions to evoke certain effects in buyers.
-Colours/lighting, scents, and sounds/music affect time spent in store as well as spending habits
Examples:
Bright flat lighting = more clothing sales
Loud fast music = eat more
Slow melancholic music = drink more
Point of Purchase Stimuli
Can be an elaborate product display or demonstration, a coupon-dispensing machine, or even someone giving out free samples
The Sales Person
-Exchange theory: Every interaction involves an exchange of value
*Expertise, likeability
*Commercial friendship
*incidental similarity
-Dyadic relationship between buyer/seller
*Identity negotiation
*Salespersons’ styles differ
*interaction styles
Postpurchase Satisfaction
is determined by attitude about a product after purchase
Marketers constantly on lookout for sources of consumer dissatisfaction
Canadian banks proved that better service commanded a larger share of “wallet” than did others
Perceptions of Product Quality
-Expectancy disconfirmation model
Consumers form beliefs of product quality based on prior performance
*Marketers should manage expectations
-Don’t promise what you can’t deliver
-Expectations determine satisfaction and/or dissatisfaction
-Underpromising strategies often work well
Acting on Dissatisfaction
Three ways consumers can act on dissatisfaction:
-Voice response: Appeal to retailer directly
-Private response: Express dissatisfaction to friends or boycott store
-Third-party response: legal action
Total Quality Management
A complex set of management and engineering procedures aimed at reducing errors and increasing quality
Going to the Gemba: One true source of information
The Evolution of Product Ownership
-Sharing economy or Collaborative consumption.
The movement away from the purchase and ownership of tangible goods toward other models that allow for temporary ownership.
-Provides the benefits of the product when needed, but to not have to worry about:
*Initial capital cost
*Maintaining and storing the product
*Disposal issues
-Has involved into a new type of consumer
*transumer
Product Disposal
-Strong product attachment = painful disposal process!
*Possessions = identity anchors
*Disposal rituals
-Ease of product disposal is now a key product attribute to consumers
-Disposal options
*Keep old item
*Temporarily dispose of it
*Permanently dispose of it
