Slide hành vi người tiêu dùng chương 8 buying and disposing

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Chapter 8

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Buying and Disposing

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CONSUMER
BEHAVIOR, 8e
Michael Solomon

CuuDuongThanCong.com

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Chapter Objectives

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When you finish this chapter you should understand why:

• Many factors over and above the qualities of the product or

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service influence the outcome of a transaction. Factors at the
time of purchase dramatically influence the consumer decisionmaking process.

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• In addition to what a shopper already knows or believes about

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a product, information, a store, or Web site provides can
strongly influence a purchase decision.

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• A salesperson can be the crucial link between interest in a

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product and its actual purchase.

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Chapter Objectives (cont.)

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• Marketers need to be concerned about a consumer’s

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evaluations of a product after he buys it as well as
before.

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• Getting rid of products when consumers no longer

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need or want them is a major concern both to
marketers and to public policy makers.

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Issues Related to Purchase and
Postpurchase Activities

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• A consumer’s choices are affected by many

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personal factors…and the sale doesn’t end at the
time of purchase

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Figure 10.1
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Situational Effects on Consumer

Behavior (cont.)

behavioral or perceptual

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specific occasions

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• We tailor purchases to

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• Situational effects can be

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Consumption situation

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• The way we feel at a

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particular time affects what

we buy or do

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• Day Reconstruction Method
• Situational self-image (“Who
am I right now?”)
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Social and Physical Surroundings

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

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• Décor, odors, temperature
• Co-consumers as product attribute
• Large numbers of people = arousal
• Interpretation of arousal: density versus

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crowding
Type of consumer patrons

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Temporal Factors

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Economic time

• Time style: consumers try to

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maximize satisfaction by
dividing time among tasks

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• Time poverty
• One-third of Americans
feel rushed
• Marketing innovations
allow us to save time
• Polychronic
activity/multitasking

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Temporal Factors (cont.)

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Psychological time: consumers’ perception of time

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• Fluidity of time (subjective experience)
• Time categories relevant to marketers

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• Good times for ads: occasion/leisure times and time to kill
• Bad times for ads: flow and deadline times

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Time is a pressure cooker

Time is a map
Time is a mirror
Time is a river
Time is a feast

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• Time perspective metaphors

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Temporal Factors (cont.)

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• Experience of time results from culture
• Linear separable time
• Procedural time
• Circular/cyclic time
• Queuing theory: mathematical study of waiting

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

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Drawings of Time

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Figure 10.2
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The Shopping Environment

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Pleasure and arousal

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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

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Hedonic reasons include:
• Social experiences

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Reasons for shopping:

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Antecedent states: mood/physiological condition influences what
we buy and how we evaluate product

Vary by product category, store type, and culture
• Sharing of common interests
• Interpersonal attraction
• Instant status
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• The thrill of the hunt
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Dimensions of Emotional States

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Figure 10.3
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Reasons for Shopping
Reasons for shopping:

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• Vary by product category,

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store type, and culture

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• Hedonic reasons include:
• Social experiences
• Sharing of common

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interests
Interpersonal attraction

Instant status
The thrill of the hunt

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E-Commerce: Clicks versus Bricks

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• E-commerce reaches

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customers around the world,
but competition increases
exponentially

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• Benefits: good customer

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service, technology value

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Click photo for
Bluefly.com

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• Limitations: security/identity
theft, actual shopping
experience, large
delivery/return shipping
charges

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Discussion

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• Will e-commerce eventually replace traditional brickand-mortar retailing? Why or why not?

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• What are the benefits that traditional retail stores

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provide that e-commerce cannot provide?

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Retailing as Theater
nonstore alternatives multiply

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• Competition for customers is becoming intense as

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• Malls gain loyalty by appealing to social motives
• Retail techniques:
• Landscape themes
• Marketscape themes
• Cyberspace themes
• Mindscape themes

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Store Image
Store image: personality of the store

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• Location + merchandise suitability +

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knowledge/congeniality of sales staff

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• Some factors in overall evaluation of a store:
• Interior design
• Types of patrons
• Return policies
• Credit availability

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FedEx Makeover

AFTER

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BEFORE

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Discussion

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• The mall of the future will most likely be less about

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purchasing products than exploring them in a
physical setting.

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• This means that retail environments will have to

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become places to build brand images, rather than
just places to sell products.

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• What are some strategies stores can use to enhance

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the emotional/sensory experiences their customers
receive?

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FedEx Brand Image: Brand Position

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Atmospherics

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• Colors/lighting, scents, and

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Atmospherics: conscious designing
of space and dimensions to evoke
certain effects

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sounds/music affect time spent in
store and spending
 Click for
Buildabear.com

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• Activity stores
• Build-A-Bear Workshop
• Club Libby Lu
• Viking Home Chef and Viking
Culinary Academy

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In-Store Decision Making

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• Spontaneous shopping consists of:
• Unplanned buying: reminded to buy something
• Impulse buying: sudden, irresistible urge to buy
• Point-of-purchase (POP) stimuli: product display or

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demonstration that draws attention
• Music store CD sampler, Elizabeth Arden

computer and video makeover system

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• Salesperson create exchange process
• Commercial friendships

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Image of an Impulse Buyer

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Figure 10.4
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Discussion

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• What qualities seem to differentiate good and bad
salespeople?

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• In what retail outlets do you tend to find “good”

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salespeople? Why?

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Postpurchase Satisfaction

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• Postpurchase satisfaction or dissatisfaction is

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determined by attitude about a product after
purchase

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• Marketers constantly on lookout for sources of

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consumer dissatisfaction
• United Airlines’ “United Rising” campaign

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