Chapter 10 - Buying and Disposing Flashcards Preview

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Flashcards in Chapter 10 - Buying and Disposing Deck (53):

What are 5 issues related to the antecedent state of before purchasing activities?

1. Situational factors

2. Usage Contexts

3. Time Pressure

4. Mood

5. Shopping Orientation


What are the 3 issues related to the purchase environment?

1. Shopping Experience

2. Point of purchase stimuli

3. Sales Interactions

So anything really instore to help out the buying process


What are the 3 issues related to the post purchase process?

1. Consumer Satisfaction
2. Product disposal
3. Alternative Markets


Situational Effects can be behavioural or _____

Situational Effects can be behavioural or perceptual


We tailor our purchases to what?

Specific Occasions


What is the situational self-image and how does it effect consumer behaviour?

It is the "who am I right now?", and it identifies usage situations for the product your potentially going to buy


What are some examples of physical and social surroundings that affect a consumer's motives for product usage and product evaluation?

1. Decor
2. Odors
3. Temperature
4. Co-consumers as product attributes


How can co-consumers effect product attributes as social surrounding?

A large # of people = arousal

Interpretation of arousal: You can either be aroused as density, or crowding

All are they ruddy or fancy, my age or super old etc, and what is relationship with sales staff?


What are two temporal factors?

1. Economic Time
(people feeling rush and marketing high tech to save time and multitask)

2. Psychological Time
(Consumers perception of time, good ad time during leisure times, bad times during work"flow" or close to deadlines. So when were not really doing much, we have time to actually soak in ad.)

So with lots of time you can carefully search, but with no time we just settle.


What is timestyle under economic time?

This is consumers tying to maximize satisfaction by dividing time among tasks


What is time poverty under economic time?

This is that one third of canadians feel rushed and have little time (time poverty), so we can market things such as high techs to save time or allow multitasking.

But we may just have more options for spending our time, and therefore we feel pressured by having these choices


What are two time categories relevant to marketers under psychological time?

1. Good time for ads is during leisure time
2. Bad time during workflow or deadline times


What is queuing theory?

It is a mathematical study of waiting in lines, and marketers use "tricks" to minimize psychological waiting time for something.

A lot done with airport studies, such as waiting for luggage. Some waiting is good, such as at fancy restaurant (you don't want 2 minute gourmet steak at the keg)


What is good quality waiting line and negative feelings waiting line in queuing theory?

Good quality: Waiting for product
Negative Feelings: too much waiting


What are antecedent states?

Moods and physiological conditions that influences what we buy and how we evaluate products. So based on pleasure and arousal, our moods is affected by store design, music, etc and that mood will be congruent with product, as mood makes biases judgements of product and services.

So basically, if a store makes you happy, the product will be based with a happy bias from your mood. Stress impairs info processing and problem solving!


What are the 8 dimensions of emotional states?

2. exciting
4. relaxing
6. gloomy
8. distressing


Why are social motives for shopping important?

Well are you shopping for utilitarian (everyday) reasons, or hedonic (personal satisfaction) reasons?

Its the whole women love to shop, men win to shop thing and asks if shopping is job or adventure. The reasons we shop are actually more complex than may appear on the surface!


Reasons for shopping vary with what 3 things?

Product category
store type


What are 5 hedonic reason for shopping?

1. Social Experiences
2. Sharing of common interests
3. Interpersonal attraction
4. Instant status
5. The thrill of the hunt


What are the 5 shopping orientations?

1. Economic Consumer
(deal hunter)

2. Personalized consumer
(attachment to store or personnel)

3. Ethical consumer
(supports local etc)

4. Apathetic Consumer
(hates to shop, necessary evil)

5. Recreational Shopper
(Fun, social activity)


What are the benefits to E-Commerce?

1. Good customer service
2. Technology value allows for short product runs
3. Other services such as "see sunglasses on you"


What are the limitations to E-Commerce?

1. Security/theft concerns
2. Actual shopping experience
3. large delivery/return shipping charges


What are 5 retails techniques to compete for customers as theatre and gain loyalty as more than just a store while non store (Amazon) alternatives grow bigger?

1. Landscape Themese
2. Marketscape themes
3. Cyberspace themes
4. Mindscape themes
5. Minipreneurs

So like malls starting to become like little amusement parks, so that people still come to them


Define store image?

This is the personality of the store


What 3 things make up store image?

1. Location
2. Merchandise suitability
3. Knowledge/congeniality of sales force


What are are 4 factors in overall evaluation of a store?

1. Interior design
2. Types of patrons
3. Return policies
4. Credit availability


What are atmospherics?

These are conscious designing of a space and dimensions to evoke certain effects in buyers.

So things like bright flat light for clothing sales
Loud fast music to eat quicker and more
Slow melancholic music to drink more


What does spontaneous shopping consist of (2)?

1. Unplanned buying (reminded to buy something)
2. Impulse buying (sudden irresistible urge to buy)


How do salespersons intimately create exchange process?

Commercial friendships improve sales, such as you and a car salesmen or something


What are two ways stores encourage spontaneous shopping?

1. Wider aisle displays with high profit margins encourage browsing

2. Portable shopper in grocery stores


What are some examples of POP

Point of purchase stimuli examples are like:
Pepsi constantly changing can design
Coors like sport labels turning blue when chilled
Axe shower gel in bottles shaped like joysticks


What is exchange theory in regards to sales person? (4 things part of this)

Every interaction involves and exchange of value.

Fostering things such as
1. expertise
2. likeability
3. incidental similarity (used in Cucina a lot!)
4. commercial friendship


What is a dyadic relationship between buyer/seller?

This is identity negotiations, when salespersons styles differ so it involves exchange theory when more than just money is being exchanged. Also exercise, friendship etc

So we engage with salespeople because they can offer us valuable information. This has been altered by technologies now,


What is post purchase satisfaction or dissatisfaction detained by?

Attitude about a product after purchase


What is the expectancy disconfirmation model?

This is learning about expectations and managing them.

So consumers form beliefs (expectations) of product quality based on prior performance

Then Marketers should manage these expectations by:
1. Dont promise what you can deliver
2. Expectations determine satisfaction and/or dissatisfaction
3. Under promising strategies often work well


For managing expectations in the expectancy disconfirmation model, do under promising strategies often work well?

Yeah they do!


What are the three zones of managing quality expectations with firms performance level?

1. Extremely discrepant expectations means zone of abandonment

2. Unrealistic expectations mean zone of alteration

3. Realistic expectations mean zone of accommodation


What are three ways consumers can act on dissatisfaction?

1. Voice response to appeal to retailer directly

2. Private response by expressing dissatisfaction to friends only or boycotting store

3. Third-party response such as legal action


What is the real value of happy customers?

That 78% are willing to pay more for great customer service, and that good service travels fast via social networking


What is Japanese method of "TQM: Going to the Gemba"

This is that for total quality management, marketers need to go straight to place of product consumption, such as Host Foods studying in airport cafeterias.


What are transumers?

A new type of consumer inspired by temporary ownership evolution of companies such as ZipCar, where transumer can enjoy benefits of product when needed, but don't have to worry about initial capital cost, maintaining and strong product, disposal issues


What 3 things do transumers not need to worry about while enjoying the benefits of the product?

1. Initial capital cost
2. Maintaining and storing the product
3. Disposal issues


Strong product attachment = what kind of disposal process?

Strong product attachment = painful disposal process, where possessions equal identity anchors and disposal rituals follow


What are your three disposal options?

1. Keep old item
2. Temporarily dispose of it
3. Permanently dispose of it


With product disposal, what is now a key product attribute to consumers?

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


What is Lateral cycling?

This is when already purchased products are sold to others or exchanged for other things through things like flea markets, garage sales, ads on internet through craigslist etc


What are 3 divestment rituals with lateral cycling?

1. Iconic transfer
2. Transition-place
3. Ritual cleansing


What is consumption situation?

situational effects that can be behavioural or perceptual. So we tailor our purchases to specific occasions and the way we feel at a particular time affects what we buy or do.


What does day reconstruction method say?

That our mood changes throughout day, and so people create a feeling diary so we can market to them during the right mood.


So what is important to note with psychological time and internet banner ads?

Banner ads catch you right when your in the "flow" of things, so you really don't have "time" at all to even consider it! Best to have ads where people have time to actually consider it such as on subway.


What is an example of an activity store?

Build-A-Bear workshop chain


Using grocery shopping as example, what are the 3 types of planners?

(Perfectly stick to list, and no more)

Partial Planners
(stick to list, and then freedom to change a bit)

Impulse Purchasers
(throw away the list)


Has IT destroyed customer service?

A little.

Consumer going to research more than what sales associate knows before going to store
Things like call centres and automated voice has a bit

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