Class 17 Buying

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Class 17Buying Disposing

• CA 2018 Consumer Insight
• A.Kwanta Sirivajjanangkul
• A.Panitta Kanchanavasita
• Albert Laurence School of Communication Arts
• Department of Advertising
• 2013

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Consumers as Decision Makers
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Chapter outline

• Situational Effects on Consumer Behavior
• The Shopping Experience
• Dimension of Emotional States
• Shopping Orientation
• Retailing as Theatre
• In-Store Decision Making
• Postpurchase Satisfaction
• Product Disposal

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Situational Effects on Consumer Behavior
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Why do many factors over the qualities of the
product or service influence the outcome of a
transaction? Why do factors at the time of
purchase dramatically influence the consumer
decision-making process?
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Issues Related to Purchase and Postpurchase
Activities

• Antecedent States
• Situational Factors
• Usage Contexts
• Time Pressure
• Mood
• Shopping Orientation

• Purchase Environment
• The Shopping Experience
• Point-of-purchase Stimuli
• Sales Interactions

• Postpurchase Processes
• Consumer Satisfaction
• Product Disposal
• Alternative Markets

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The Shopping Experience
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Dimensions of Emotional States
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Pleasant
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Shopping Orientation
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• General attitudes about shopping
• shopping is how we acquire needed for products
  and services but social motives for shopping are
  also important
• Shopping is as activity that we can perform for
  either
• utilitarian (functional or tangible)
• or hedonic (pleasurable or intangible)
  reasons
• High heel shoes VS running shoes
• quick lunch at work VS dinner with lover
• It could depends on product category and store
  types

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Shopping Orientation
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• Hedonic Shopping Motive
• Social Experience
• ex. New department store opening
• Sharing of common interests
• ex. Golf equipment store, INDY music store, Baby
  and Kid store
• Interpersonal attraction
• ex. hangout places
• Instant status
• ex. Dressed up for shopping, feeling good when
  people treat you as an important person
• The thrill of the hunt
• some people pride themselves on their knowledge
  of the marketplace
• ex . I know that vintage market, let me lead you
  there

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Retailing as Theatre
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• Retail Theming many stores seek to create
  imaginative environments that transport shoppers
  to fantasy worlds or provide other kinds of
  simulation.
• 4 Basic of theming techniques
• Landscape themes
• nature, Earth, animals, physical body
• Marketscape themes
• man-made places ex. Venetian Hotel in Las Vegas
• Cyberspace themes
• Image of information and communication technology
  ex. eBAY interface , I-studio of Apple,
• Mindscape themes
• Abstract ideas and concepts, introspection and
  fantasy, spiritual overtones ex. Spa, boutique
  hotels

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Retailing as Theatre
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• Being Space convert a store into a being space
• Ex. Starbuck Coffee provides various styles of
  living room
• With the concept the third place
• Relax, entertain, hang out, escape, work
• Pop Up Store one kind of being spaces, which is
  a temporary installations that do business only
  for a few days or weeks

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In-Store Decision Making
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• Spontaneous Shopping when a shopper suddenly
  decides to buy something in the store, one of two
  different processes explains this
• Unplanned Buying
• Mostly, unplanned buying occurs because a shopper
  recognizes a new need while they are in the store
• Unfamiliar with a stores layout, under some time
  pressure,
• Seeing items on a store shelf and reminding to
  the needs
• Impulse Buying
• A sudden urge they simple cant resist
• Ex. Candy, gum
• Point of Purchase Stimuli A POP can elaborate
  product display or demonstration, a coupon
  machine, or an employee who gives out free
  samples of a new cookies
• Product samples, package displays, place-based
  media, in-store promotional material, shelf
  talkers

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Postpurchase Satisfaction
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Postpurchase Satisfaction
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• Consumer Satisfaction/Dissatisfaction
• Our overall feelings about a product after we
  have bought it
• It plays an important role in future behavior
• We form beliefs about product performance based
  on prior experience with the product or
  communications about the product ? certain level
  of quality

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What will we do when we are not satisfied?
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Postpurchase Satisfaction
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• What will we do when we are not satisfied?
• 3 possible courses of action
• Voice Response
• You can appeal directly to the retailer
• Private Response
• You can express your satisfaction to friends and
  boycott the product or the store where you bought
  it
• Third-party Response
• You can take legal action against merchant
• Or write a letter to newspaper

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Product Disposal
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Product Disposal
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• How to get rid of products when consumers no
  longer need or want
• Recycling is one option that will become more
  crucial as consumers environmental awareness
  grows
• Lateral cycling occurs when we buy, sell, or
  barter secondhand objects

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Any Question?