Chapter 9

Buying and Disposing

CONSUMER
BEHAVIOR, 10e
Michael R. Solomon

9-1
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 Chapter Objectives
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.

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 Chapter Objectives (continued)
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.

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 Learning Objective 1
• Many factors at the time of purchase
dramatically influence the consumer’s
decision-making process

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 Figure 9.1 Issues Related to Purchase
and Postpurchase Activities
• A consumer’s choices are affected by many
personal factors…and the sale doesn’t end at
the time of purchase

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The Purchase Decision Process
 Social and Physical Surroundings
• 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

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 Temporal Factors: Economic Time

Timestyle

Time Poverty

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 Temporal Factors: Psychological Time

Social

Temporal Orientation

Planning Orientation

Polychronic

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 Five Perspectives on Time
• Time is a _____.
• Pressure cooker
• Map
• Mirror
• River
• Feast

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 Temporal Factors:
The Experience of Time
• 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

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 For Reflection
• In what ways do you experience time
poverty? What products do you purchase
because of the sense of time poverty?

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 Learning Objective 2
• The information a store or Web site
provides strongly influences a purchase
decision, in addition to what a shopper
already knows or believes about a
product.

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 Figure 9.3 The Shopping Experience:
Dimensions of Emotional States

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 Reasons for Shopping
• Social experiences
• Sharing of common interests
• Interpersonal attraction
• Instant status
• The thrill of the hunt

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 E-Commerce: Clicks versus Bricks
• Benefits: good customer
service, more options, more
convenient
• Limitations: lack of security,
fraud, actual shopping
experience, shipping charges

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 For Reflection
• Will e-commerce eventually replace traditional
brick-and-mortar retailing? Why or why not?
• What are the benefits that traditional retail stores
provide that e-commerce cannot provide?

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 Retailing as Theater
• Landscape themes
• Marketscape themes
• Cyberspace themes
• Mindscape themes

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 Store Image
• 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

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 FedEx Makeover

BEFORE AFTER

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 For Reflection
• How would you depict
an impulse buyer?
• Explain.

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 Learning Objective 3
• A salesperson often is the crucial
connection to a purchase.

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 For Reflection
• What qualities seem to differentiate good and
bad salespeople?
• In what retail outlets do you tend to find “good”
salespeople? Why?

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 Learning Objective 4
• Marketers need to be concerned about a
consumer’s evaluation of a product after
he or she buys it as well as before.

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 Postpurchase Satisfaction
• 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

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 Quality Is What We Expect It to Be
• Expectancy Disconfirmation Model
• Marketers must manage expectations
• Don’t overpromise
• When product fails,
reassure customers
with honesty

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 Acting on Dissatisfaction
• Voice response: appeal to retailer directly
• Private response: express dissatisfaction to
friends or boycott store
• Third-party response: take legal action

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 For Reflection
• Share a story of a time you acted on a
feeling of dissatisfaction with a product.
Which behavior did you exhibit? Why?

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 Learning Objective 5
• Getting rid of products when consumers
no longer need or want them is a major
concern both to marketers and to public
policymakers.

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 Divesting of Unwanted Items

Iconic Transfer Ritual

Transition Place Ritual

Ritual Cleansing

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 For Reflection
• Have you ever sold something at a garage sale
or on e-Bay?
• 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?

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 Chapter Summary
• 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.
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