消费基础及行为 8

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter10Buying,UsingandDisposingCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives

(1of2)10.1Manyfactorsatthetimeofpurchasedramaticallyinfluencetheconsumerdecision-makingprocess.

10.2Theinformationastore’slayout,Website,orsalespeopleprovidesstronglyinfluencesapurchasedecision.10.3Thegrowthofa“sharingeconomy”changeshowmanyconsumersthinkaboutbuyingratherthanrentingproducts.LearningObjectives(2of2)10.4Ourdecisionsabouthowtodisposeofaproductsareasimportantashowwedecidetoobtainitinthefirstplace.LearningObjective10.1Manyfactorsatthetimeofpurchasedramaticallyinfluencetheconsumer’sdecision-makingprocessPurchaseandPostpurchaseActivitiesAconsumer’schoicesareaffectedbymanypersonalfactors…andthesaledoesn’tendatthetimeofpurchase.Figure10.1IssuesRelatedtoPurchaseandPostpurchaseActivitiesSocialandPhysicalSurroundingsAffectaconsumer’smotivesforproductusageandproductevaluationDécor,odors,temperatureCo-consumersasproductattributeLargenumbersofpeople=arousalInterpretationofarousal:densityversuscrowdingTypeofpatronsTemporalFactors:EconomicTimeTimestyleTimePovertyTemporalFactors:PsychologicalTimeSocialTemporalOrientationPlanningOrientationPolychronicFivePerspectivesonTimeTimeisa_____.PressurecookerMapMirrorRiverFeastForReflection(1of4)Inwhatwaysdoyouexperiencetimepoverty?Whatproductsdoyoupurchasebecauseofthesenseoftimepoverty?LearningObjective10.2Theinformationastore’slayout,Website,orsalespeopleprovidesstronglyinfluencesapurchasedecision.TheShoppingExperienceFocusgroupsTotalqualitymanagement(TQM)GembaFigure10.3DimensionsofEmotionalStatesReasonsforShoppingSocialexperiencesSharingofcommoninterestsInterpersonalattractionInstantstatusThethrillofthehuntE-Commerce:ClicksversusBricksBenefits:goodcustomerservice,moreoptions,moreconvenientLimitations:lackofsecurity,fraud,actualshoppingexperience,shippingchargesRetailingasTheaterLandscapethemesMarketscapethemesCyberspacethemesMindscapethemesStoreImage:TheStore’sPersonalityLocation+merchandisesuitability+knowledge/congenialityofsalesstaffOtherintangiblefactorsaffectingoverallstoreevaluation:InteriordesignTypesofpatronsReturnpoliciesCreditavailabilityIn-StoreDecisionMakingMentalbudgetsUnplannedbuyingImpulsebuyingPoint-of-purchase(POP)stimuliSalespeoplePlayaKeyRoleForReflection(2of4)Howwouldyoudepictanimpulsebuyer?Explain.LearningObjective10.3Thegrowthofa“sharingeconomy”changesthewaymanyconsumersthinkaboutbuyingratherthanrentingproducts.OwnershipandtheSharingEconomySharingeconomyCollaborativeconsumptionP2Pcommerce(peer-to-peer)ForReflection(3of4)Whataresomeitemsthatyou“share”withyourpeers?LearningObjective10.4Ourdecisionsabouthowtodisposeofaproductareasimportantashowwedecidetoobtainitinthefirstplace.PostpurchaseSatisfactionConsumersatisfaction/dissatisfaction(CS/D)ExpectancydisconfirmationmodelProductDisposalRecyclingLateralcyclingUndergroundeconomyRecommerceSwishingUndergroundEconomyTheundergroundeconomyintheformoffleamarketsandotherused-productsalesformatsisasignificantelementintheU.S.market.ForReflection(4of4)Whatitemshaveyoupurchasedfromtheundergroundecomomy?Howdoyoufeelpostpurchaseifyouknowyoucanrecycletheproduct?ChapterSummary(1of2)Manyfactorsaffecttheconsumerdecision-makingprocess.Theretailenvironmentandexperienceisastronginfluence.Marketersneedtounderstandbehaviorincollectivedecision-makingsituations.Thedecision-makingprocessdifferswhenpeoplechoosewhattobuyonbehalfofanorganizationratherthanforpersonaluse.ChapterSummary(2of2)Thegrowthofa“s