消费者行为09.buying and post-purchase.ppt

1、Chapter 9 Purchase behavior & Post-purchase,Purchase Behavior,Three types of behavior Trial purchases Repeat purchases Long-term commitment,In-Store Decisions,In-Store Influences that Impact Alternative Evaluation and Purchase,Modify intended purchase behavior,Sales Impact of Point-of-Purchase Displ

2、ays,The Effect of P-O-P Display Location on Sales of Listerine Mouthwash,Percent 120 100 80 60 40 20 0,+11%,+141%,+162%,ShelfRearFront EndcapEndcap,Regular price on shelf Feature price/display,Average unit sales per store,Impact of a Stockout Situation,Situational Influence,Temporary conditions or s

3、ettings that occur in the environment at a specific time and place Independent of the products or the consumers,1. Physical surroundings include geographical and institutional location, decor, sounds, aromas, lighting, weather, and visible configurations of merchandise or other material surrounding

4、the stimulus object. 2.Social surroundings considers examples like other persons present, their characteristics, their apparent roles, and interpersonal interactions occurring. 3.Temporal perspective may be specified in units ranging from time of day to seasons of the year. 4.Task definition is the

5、reason the purchase or consumption activity is occurring 5.Antecedent states are momentary moods or momentary conditions,Five Classes of Situational Influence,Impact of Background Music,Variables Slow Music Fast Music,2. Social Surroundings,Other persons present who may have an impact on consumer be

6、havior presence of others in the room lessens the attention paid to ads. presence of a friend influences the effectiveness of many sales presentations When shopping with another, the shopper tends to visit more stores and make more unplanned purchases,Attribute Importance,Source: J. B. Palmer and R.

7、 H. Cropnick, “New Dimension Added to Conjoint Analysis,” Marketing News, January 3, 1986, p. 62.,Impact of Social Situations on Dessert Choices,3. Temporal Factors,Time pressure leads to: shorter information search smaller consideration set increased demand for time-saving products/services, such a

8、s housecleaning services, dishwashers, microwave ovens, etc.,4. Task Definition,Gift giving vs. personal use vs. use by another within the household. Usage situations influence the product characteristics sought by a consumer Sometimes a product is locked into one usage situation, limiting marketing

9、 potential,Benefits “Sought” by Purchaser BirthdayWedding EnjoyabilityDurability UniquenessUsefulness DurabilityReceivers need for product High performanceHigh performance UsefulnessEnjoyability InnovativenessUniqueness ImaginativenessPresence of warranty Receivers need for productTangibility Novelt

10、yInnovativeness Allows receiver creativityPrettiness,Task Definition: Evaluative Criteria in Gift-Giving,5. Antecedent States,Physiological condition Mood: Consumers give more positive evaluations when they are in a good mood Can be affected by store design, weather, or other factors specific to the consumer,Postpurchase Evaluation,Actual Performance Matches Expectations Neutral Feeling Actual Performance Exceeds Expectations Positive Disco