Consumer Buyer Behavior Chapter 10
Gemba
"the one true source of information" ESSENTIAL to send researchers to the precise place where consumers use the product or service rather than to ask laboratory subjects to use it in a stimulated environment
Issues related to Purchase and Post-Purchase activities
1. Antecedent States situational factors, usage contexts, time pressure, mood, shopping orientation 2. Purchase Environment the shopping experience, point-of-purchase stimuli, sales interactions 3. Post-purchase processes consumer satisfaction, product disposal, alternative markets
Status
Going to high end boutiques and stores and being weighted on can make consumer feel important. people like to feel important
P2P commerce
Peer-to-Peer Commerce the business of doing business with other consumers rather than with companies
2 basic dimensions of Mood
Pleasure and Arousal determine whether we will react positively or negatively to a consumption environement
Hedonic Shopping Motives
Social experiences Sharing of common interests Affiliation Status The thrill of the hunt
Perspectives on time
Time is a pressure cooker: women feel under pressure and in conflict when making decisions Time is a map: engage in extensive info-search and comparison shop Time is a mirror: loyal to products and services they know and trust, prefer convenience-oriented products Time is a river:spontaneous women, go on unplanned, short and frequent shopping trips Time is a feast: view time as something they consume to pursue sensory pleasure and gratification
Temporal Factors
Time is one of most precious resources we think more about what we want to buy when we have the luxury to take our time
Virtual reality
a computer stimulated interface that creates the impression the user is physically present
psychological time
a person's subjective evaluation of the passage of time, which may not correspond closely to the actual time elapsed "time flies when you're having fun!"
Pretailer
an e-commerce site that provides exclusive styles by prodding manufacturers to produce runway pieces they wouldn't otherwise make to sell in stores
Point-of-Purchase Stimuli
an environmental factor in a shopping place that can boost impulse purchases example: an elaborate product display or demonstration
Timestyle
an individuals priorities regarding how he/she spends time as influenced by personal and cultural factors
Total Quality Management (TQM)
complex set of management and engineering procedures that aims to reduce errors and increase quality
Mental Budgets
decide beforehand on an amount they plan to spend have an additional amount in mind (slack) they are willing to spend on unplanned purchases
unplanned buying
engages in this when he/she is unfamiliar with a store's layout, he/she is under some sort of time pressure, or is reminded he/she needs it when he/she sees it on the shelf
Phablets
hybrid of a phone and a tablet
Consumption Situation
includes a buyer, seller, and a product or service also many other factors such as reason to want to buy and how the physical environment makes us feel
activity stores
let consumers participate in the production of the product example: Build-A-Bear
Consumer satisfaction/dissatisfaction (CS/D)
our overall reactions to a product after we buy it
lateral cycling
process in which one consumer exchanges something he or she owns for something the other person owns
expectancy disconfirmation model
says we form beliefs about product performance based on prior experience with the product or communications about the product that imply a certain level of quality
underground economy
secondary markets (such as flea markets) where transactions are not officially recorded
Affiliation
shopping centers are natural place to congregate a fave "hangout" for teens controlled, secure environment for the elderly
Social Experiences
shopping centers considered community gathering places
The thrill of the hunt
some pride themselves on their knowledge of the marketplace. Some like to haggle and bargain
Sharing of common interests
stores frequently offer specialized goods that allow people with shared interests to communicate
Augmented Reality
superimposes a layer of digital info over a physical environment
atmospherics
the conscious designing of space and its various dimensions to evoke certain effects in buyers example: stores with red interiors tend to make people tense, whereas a blue decor imparts a calmer feeling
Time poverty
the feeling consumers get that they are more pressed for time than ever before
Queuing Theory
the mathematical study of waiting lines
co-consumers
the other patrons in a consumer setting can affect purchase decisions
open rates
the percentage of people who open an email message from a marketer vary throughout the day
Store Image
the personality of a store
recommerce
the practice of trading or reselling used possessions in the underground economy rather than purchasing new items from retailers
identity negotiation
the process that occurs when both participants in an encounter reach some agreement about the roles of each person
situational self-image
the role a person plays at any one point in time--helps to determine what he or she wants to buy or consume
dyadic encounters
two person groups a relationship in which both parties must reach some agreement about the roles of each participant during a process of identity negotiation (a buyer-seller situation)
Shopping Orientation
way of segmenting consumers general attitudes about shopping
Product disposal
what we do with our products once we are done with them recycling lateral cycling
Showrooming
when a shopper visits a store to explore options for big-ticket items and then they find a cheaper price for the specific model online
focus groups
when a small set of consumers comes into a facility to try a new item while company personnel observe them from behind a mirror
impulse buying
when consumer experiences a sudden urge they simply can't resist
sharing economy
when people rent what they need rather than buying it sometimes called collaborative consumption example: rent the runway, zipcar
Retail Theming
when stores go all out to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation landscape themes: theme of landscape (mountains, desert, nature) Marketscape themes: themes of manmade places (New York City, LA) Cyberspace themes: spatial and temporal configurations that are formed out of electronic environments. Mindscape themes: draw on abstract ideas and concepts, introspection and fantasy, and which are often spiritual or ritualistic in their inclination. (spa treatments based on Native american healing practices and rituals)
swishing
where people organize parties to exchange clothing or other personal possessions with others