ThePurchaseSituationPostpurchaseuationandProductDisposal.ppt

1、Chapter 10,The Purchase Situation, Postpurchase Evaluation, and Product Disposal,CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon,Issues Related to Purchase and Postpurchase Activities,POSTPURCHASE PROCESSES,ANTECEDENT STATES,Situational Factors Usage Context Time Pressure Mood Shopping Orientati

2、on,PURCHASE ENVIRONMENT,The Shopping Experience Point of Purchase Stimuli Sales Interactions,Consumer Satisfaction Product Disposal Alternative Markets,Situational Effects on ConsumerBehavior,Situational Segmentation,Social and Physical Surroundings,Temporal Factors,Shopping Experience,Antecedent St

3、ates,Shopping Experience,Understanding Shopping Motives,Social Experiences,Thrill of the Chase,Instant Status,Sharing Common Interests,Interpersonal Attraction,Shopping Orientations,The Purchase Environment,Retailing as Theater Malls are becoming giant entertainment centers appealing to consumers so

4、cial motives as well as providing access to desired goods. Themed environments for shopping and eating. Store Image Location. Merchandise suitability. Knowledge and congeniality of sales staff. Atmospherics is the conscious designing of space and its various dimensions, such as colors, scents, and s

5、ounds, to evoke certain effects in buyers.,The Purchase Environment,In-Store Decision Making Many purchases are influenced by the store environment and contribute to: Unplanned Buying - result from time pressures or reminders. Impulse Buying - sudden urge to purchase. Point-of-Purchase stimuli (POP)

6、 is increasingly popular and sophisticated and includes: In-Store Displays that dispense products and/or coupons. Place-Based Media targets customers in specific locations. Salesperson An important factor who attempts to influence the buying behavior of the customer through: Resource Exchange, “What

7、 do I get from the salesperson?” Sales Interaction through Identity Negotiation.,Postpurchase Satisfaction,Perceptions of Product Quality,Brand Name,Warranties,Price,Follow-up Letters & Calls,Advertising,Consumer Satisfaction/ Dissatisfaction (CS/D) is Determined by the Overall Feelings, or Attitude

8、, a Person Has About a Product After It Has Been Purchased. It is Influenced By:,Quality is What We Expect It To Be,Expectancy Disconfirmation Model Consumers form beliefs about product performance based on prior experience with the product and/or communications about the product that imply a certai

9、n level of quality. If performance exceeds expectations, consumers are satisfied and pleased. If performance falls below expectations, consumers are dissatisfied. This illustrates the importance of Managing Expectations - customer dissatisfaction is usually due to expectations exceeding the companys

10、 ability to deliver.,Acting on Dissatisfaction,Marketers Should Encourage Customers to Complain Since People Are Likely to Spread the Word About Unresolved Negative Experiences. If a Person is Not Happy With a Product or Service, What Can They Do?,Consumers Disposal Options,Keep Item,Get Rid of Item Permanently,Get Rid of Item Temporally,Store It,Rent It,Convert It to Serve a New Purpose,Sell It,