Você está na página 1de 27

CONSUMER

BEHAVIOR,
Michael R. Solomon

Ammar
Erwanda
When you finish this chapter, you should understand why:
1. Factors at the time of purchase dramatically influence the
consumer decision-making process.
2. The information a store or Web site provides strongly influences a
purchase decision.
3. A salesperson often is the crucial connection to a purchase.
4. Marketers need to be concerned about a consumer’s evaluations
of a product after he buys it as well as before.
5. Getting rid of products when consumers no longer need or want
them is a major concern both to marketers and to public policy
makers.
 Many factors at the time of purchase dramatically influence the
consumer’s decision-making process

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-3


 A consumer’s choices are affected by many personal
factors…and the sale doesn’t end at the time of purchase
The Purchase Decision Process
 Affect a consumer’s motives for product usage and product
evaluation
 Décor, odors, temperature
 Co-consumers as product attribute
 Large numbers of people = arousal
 Interpretation of arousal: density versus crowding
 Type of patrons
Timestyle

Time Poverty
Social

Temporal Orientation

Planning Orientation

Polychronic
 Time is a _____.
 Pressure cooker
 Map
 Mirror
 River
 Feast
 Culture and the experience of time
 Linear separable time
 Procedural time
 Circular/cyclic time

 Queuing theory
 Waiting for product = good quality
 Too much waiting = negative feelings
 In what ways do you experience time poverty? What products
do you purchase because of the sense of time poverty?
 Social experiences
 Sharing of common interests
 Interpersonal attraction
 Instant status
 The thrill of the hunt
 Benefits: good customer service, more
options, more convenient
 Limitations: lack of security, fraud, actual
shopping experience, shipping charges
 Landscape themes
 Marketscape themes
 Cyberspace themes
 Mindscape themes
 Store image: personality of the store
 Location + merchandise suitability + knowledge/congeniality of sales
staff
 Other intangible factors affecting overall store evaluation:
 Interior design
 Types of patrons
 Return policies
 Credit availability
BEFORE AFTER
 A salesperson often is the crucial connection to a purchase.
 What qualities seem to differentiate good and bad
salespeople?
 In what retail outlets do you tend to find “good” salespeople?
Why?
 Marketers need to be concerned about a consumer’s
evaluation of a product after he or she buys it as well as before.
 Postpurchase satisfaction or dissatisfaction is determined by
attitude about a product after purchase
 Marketers constantly on lookout for sources of consumer
dissatisfaction
 United Airlines’ “United Rising” campaign
 Expectancy Disconfirmation Model
 Marketers must manage expectations
 Don’t overpromise
 When product fails,
reassure customers
with honesty
 Voice response: appeal to retailer directly
 Private response: express dissatisfaction to friends or boycott
store
 Third-party response: take legal action
 Getting rid of products when consumers no longer need or
want them is a major concern both to marketers and to public
policymakers.
 Have you ever sold something at a garage sale or on OLX?
 Did you have a strong attachment to the item(s)?
 What divestment rituals did you go through as you prepared to
offer the item(s) for sale?
 Many factors beyond the qualities of a product influence
purchase decisions.
 People can be influenced by store image, point-of-purchase
stimuli, salespeople, and more as they make product choices.
 Consumers evaluate their choice after making it and this
evaluation affects future choices.
 Disposing of products is a challenge.

Você também pode gostar