Slide hành vi người tiêu dùng chương 8 buying and disposing

.c om Chapter ng th an co ng Buying and Disposing cu u du o CONSUMER BEHAVIOR, 8e Michael Solomon CuuDuongThanCong.com https://fb.com/tailieudientucntt Chapter Objectives c om When you finish this chapter you should understand why: • Many factors over and above the qualities of the product or co ng service influence the outcome of a transaction Factors at the time of purchase dramatically influence the consumer decisionmaking process th an • In addition to what a shopper already knows or believes about ng a product, information, a store, or Web site provides can strongly influence a purchase decision du o • A salesperson can be the crucial link between interest in a cu u product and its actual purchase Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Chapter Objectives (cont.) c om • Marketers need to be concerned about a consumer’s ng evaluations of a product after he buys it as well as before co • Getting rid of products when consumers no longer cu u du o ng th an need or want them is a major concern both to marketers and to public policy makers Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Issues Related to Purchase and Postpurchase Activities c om • A consumer’s choices are affected by many cu u du o ng th an co ng personal factors…and the sale doesn’t end at the time of purchase Hoang Duc Binh, 2008 Figure 10.1 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Situational Effects on Consumer Behavior (cont.) behavioral or perceptual th specific occasions an • We tailor purchases to co • Situational effects can be ng Consumption situation ng • The way we feel at a u du o particular time affects what we buy or cu • Day Reconstruction Method • Situational self-image (“Who am I right now?”) Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Social and Physical Surroundings c om Affect a consumer’s motives for product usage and product evaluation ng th an co ng • Décor, odors, temperature • Co-consumers as product attribute • Large numbers of people = arousal • Interpretation of arousal: density versus du o u cu • crowding Type of consumer patrons Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Temporal Factors c om Economic time • Time style: consumers try to co ng maximize satisfaction by dividing time among tasks cu u du o ng th an • Time poverty • One-third of Americans feel rushed • Marketing innovations allow us to save time • Polychronic activity/multitasking Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Temporal Factors (cont.) c om Psychological time: consumers’ perception of time co ng • Fluidity of time (subjective experience) • Time categories relevant to marketers th an • Good times for ads: occasion/leisure times and time to kill • Bad times for ads: flow and deadline times u du o Time is a pressure cooker Time is a map Time is a mirror Time is a river Time is a feast cu • • • • • ng • Time perspective metaphors Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Temporal Factors (cont.) th an co ng c om • Experience of time results from culture • Linear separable time • Procedural time • Circular/cyclic time • Queuing theory: mathematical study of waiting cu u du o ng lines • Waiting for product = good quality • Too much waiting = negative feelings • Marketers use “tricks” to minimize psychological waiting time Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Drawings of Time Hoang Duc Binh, 2008 Figure 10.2 CuuDuongThanCong.com https://fb.com/tailieudientucntt Atmospherics co • Colors/lighting, scents, and ng c om Atmospherics: conscious designing of space and dimensions to evoke certain effects th an sounds/music affect time spent in store and spending  Click for Buildabear.com cu u du o ng • Activity stores • Build-A-Bear Workshop • Club Libby Lu • Viking Home Chef and Viking Culinary Academy Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt In-Store Decision Making an co ng c om • 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 du o ng th demonstration that draws attention • Music store CD sampler, Elizabeth Arden computer and video makeover system cu u • Salesperson create exchange process • Commercial friendships Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Image of an Impulse Buyer Hoang Duc Binh, 2008 Figure 10.4 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion c om • What qualities seem to differentiate good and bad salespeople? co ng • In what retail outlets you tend to find “good” cu u du o ng th an salespeople? Why? Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Postpurchase Satisfaction c om • Postpurchase satisfaction or dissatisfaction is ng determined by attitude about a product after purchase co • Marketers constantly on lookout for sources of cu u du o ng th an consumer dissatisfaction • United Airlines’ “United Rising” campaign Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt • Expectancy disconfirmation co ng mode: consumers form beliefs of product quality based on prior performance c om Quality Is What We Expect It to Be an • Marketers should manage cu u du o ng th expectations • Don’t promise what you can’t deliver • When product fails, marketers must reassure customers with honesty Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Customer Expectation Zones Hoang Duc Binh, 2008 Figure 10.5 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Acting on Dissatisfaction Three ways consumers can act on dissatisfaction: co ng • Voice response: appeal to retailer directly ng th an • Private response: express cu u du o  Click photo for Planetfeedback.com dissatisfaction to friends or boycott store • Third-party response: take legal action Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt TQM: Going to the Gemba c om • How people actually interact with their environment in order to identify potential problems an co ng • Gemba: the one true source of information • Need to send marketers/designers to the precise cu u du o ng th place of product consumption • Host Foods study in airport cafeterias Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Going to the Gemba Hoang Duc Binh, 2008 Figure 10.6 CuuDuongThanCong.com https://fb.com/tailieudientucntt Product Disposal c om • Strong product attachment = painful disposal process attribute to consumers co ng • Ease of product disposal is now a key product cu u du o ng th an • Disposal options (see next slide) Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Consumers’ Disposal Options Hoang Duc Binh, 2008 Figure 10.7 CuuDuongThanCong.com https://fb.com/tailieudientucntt Lateral Cycling: Junk versus “Junque” c om • Lateral cycling: already purchased products are co ng sold to others or exchanged for still other things • Flea markets, garage sales, classified ads, bartering for services, hand-me-downs, etc ng th an • Divestment rituals: • Iconic transfer: taking photos of objects before • du o cu u • selling them Transition-place: putting items in an out-of-theway location before disposing of them Ritual cleansing: washing, ironing, and/or meticulously wrapping the item Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Lateral Cycling (cont.) • Underground economy: co ng includes resale of used products through flea markets, Internet sites such as eBay, etc th an • Internet has revolutionized  Click for eBay.com cu u du o ng lateral cycling process Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion c om • Interview people who have sold items at a flea market or garage sale co ng • Ask them to identify some items to which they had a strong attachment th an • See if you can prompt them to describe one or more cu u du o ng divestment rituals they went through as they prepared to offer these items for sale Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt ... Shopping Environment ng Pleasure and arousal co Mood = combination of pleasure and arousal • Happiness = high in pleasantness and moderate in arousal • Mood biases judgments of products/services •... for Buildabear.com cu u du o ng • Activity stores • Build-A-Bear Workshop • Club Libby Lu • Viking Home Chef and Viking Culinary Academy Hoang Duc Binh, 20 08 CuuDuongThanCong.com https://fb.com/tailieudientucntt... traditional brickand-mortar retailing? Why or why not? co ng • What are the benefits that traditional retail stores cu u du o ng th an provide that e-commerce cannot provide? Hoang Duc Binh, 20 08 CuuDuongThanCong.com