Shopping

1
Lecture 5

• Shopping
• Buying
• Evaluating
• Disposing

2
Purchase issues
The act of purchase is affected by many factors
including mood time pressures context in which
a product is needed.
3
Issues related to purchase and
post-purchase activities
Figure 9.1
4
The antecedent states
A persons mood or physiological condition at
the time of purchase can have a major impact on
what is bought and how products are
evaluated. Moods can be affected by store
design, the weather or other factors specific to
the consumer. Knowledge of what consumers are
doing at the time a product is consumed may
improve predictions of product and brand choice.
5
Situational segmentation

• The usage context of a product can be a basis for
  segmentation.
• Systematically identifying important usage
  situations helps in positioning products that
  meet specific consumer needs.
• By listing the major contexts where a product is
  used and the different users of a product enables
  the construction of a matrix that identifies
  specific product features which should be
  emphasised for each situation.

6
Social and physical surroundings
A consumers physical and social environment can
make a big difference in motivating product
purchase and evaluation.

• Cues can include
• decor, smells and even temperature of a
  consumers surroundings.
• the presence or absence of other consumers.
• the type of consumer patronising a store.
• temporal factors, e.g. time to make purchases.

7
Time

• Economic time
• People have time styles
• Emerging problem of time poverty
• Psychological time
• Queuing theory and the airport carousel
• Social time
• The time and rhyme of a society

8
Shopping motivations

• Shopping can be an activity performed for
  utilitarian reasons (functional or tangible
  purchases) or one performed for hedonic reasons
  (pleasurable or intangible).
• Hedonic shopping motives can include
• adventure shopping
• social shopping
• gratification shopping
• idea shopping
• role shopping
• value shopping

9
Shopping types

• There are a range of shopping types.
• Economic shopper rational and goal oriented
  shopper.
• Personalised shopper tends to form strong
  attachments to store personnel.
• Ethical shopper likes to support local small
  shops.
• Apathetic shopper does not like shopping and
  sees it as a necessary chore.
• Recreational shopper sees shopping as a fun and
  social activity.
• Hate to shop shopper.

10
Trends in the purchase environment

• Increasing competition stores must now offer
  something to lure shoppers into their premises.
• Tendency to blur boundaries between types of
  outlet.
• Increase in trade hours.
• Internationalisation.
• Increase awareness and importance of rewarding
  consumer loyalty.
• E-commerce.
• Time poverty many consumers believe they are
  more pressed for time than ever before.

11
The emergence of ecommerce

• Early fears would destroy traditional retailing
  now fading
• Searching for information more important than
  purchase
• ecommerce failures greater than successes

12
Pros and cons of e-commerce (1 of 2)?
Table 9.3
Source Adapted from Michael R. Solomon and
Elnora W. Stuart, Welcome to Marketing.Com The
Brave New World of E-Commerce (Englewood
Cliffs, NJ Prentice Hall, 2001).
13
Pros and cons of e-commerce (2 of 2)?
Table 9.3 Continued
Source Adapted from Michael R. Solomon
and Elnora W. Stuart, Welcome to Marketing.Com
The Brave New World of E-Commerce (Englewood
Cliffs, NJ Prentice Hall, 2001).
14
Retailing as theatre
A retail culture has arisen where the act of
shopping has taken on entertainment and
experiential dimensions where the consumer is no
longer a passive recipient but an active
co-creator.
Examples of how this new dimension is being
achieved are

• shopping malls, which combine shops with leisure
  facilities and social encounters in relatively
  safe environments.
• themed shopping centres and stores.

15
Shopping motivations and experiences

• The consumers evaluation of stores and products
  may depend on the type of performance witnessed
  while in the store.
• The evaluation can be influenced by the store
  image the store staff, the setting, the store
  displays, etc.
• As many purchase decisions are not made until the
  consumer is in the store, point of purchase
  stimuli are important sales tools.

16
Factors for Consideration

• Stores have a personality i.e. the store image
• Atmospherics is the conscious design of space
• Note difference made by classical music in
  customers perception of store atmosphere
• Importance of in-store decision making
• Danish survey 9 out of 10 do not plan purchase of
  at least one third of goods
• The salesperson
• significance of exchange theory

17
Post purchase satisfaction
Consumer satisfaction/dissatisfaction (CS/D) is
determined by the overall feelings and attitudes
a person has about a product after it has been
purchased. The following factors contribute
towards post purchase satisfaction

• perceptions of product quality.
• satisfaction against prior expectations.
• quality and product failure.

18
Expectations

• Quality itself is a meaningless term
• Expectancy disconfirmation model
• Expectations
• satisfaction is highly influenced by prior
  expectation
• Necessary to manage expectations
• What is it you are about to eat
• How long you will have to wait
• Influenced by what has not been purchased

19
Acting on dissatisfaction

• Consumers can take any of the following actions
  if dissatisfied with a product or service
• voice displeasure directly to the retailer.
• private response e.g. passing complaint on to
  friends or boycott the store.
• third party response e.g. taking legal action
  or registering complaint with industry ombudsman
  or press.
• Consumers should be encouraged to complain!
• Successful resolution of complaint makes customer
  feel even better about the shop or organisation

20
Focus on TQM

• Total quality management is relevant to marketing
• Concept of gemba which is the one true source of
  information
• Send designers and marketeers to where product is
  being used not just focus on concept in a
  simulated environment ie the shop

21
Product disposal

• Product disposal occurs when
• the products have fulfilled their designated
  functions.
• the products no longer fit with the consumers
  view of themselves.

Recycling is becoming more important as
consumers environmental awareness
increases. Lateral cycling occurs when objects
are bought and sold second-hand.
22
Consumers disposal options
Figure 9.8
Source Adapted from Jacob Jacoby, Carol K.
Berning and Thomas F. Dietvorst, What about
disposition?, Journal of Marketing 41 (April
1977) 23.
23
References

• Ch 12 Consumer Behaviour A European Perspective
  by
• G Antonides and W van Raaij
• Ch 9 Consumer Behaviour A European Perspective by
  
• M Solomon et al
• Article Towards a Theory of shopping a holistic
  framework Woodruffe-Burton et al 2001