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