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Chapter 10: Buying, Using, and Deposing - Coggle Diagram
Chapter 10: Buying, Using, and Deposing
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10-1. Many factors at the time of purchase dramatically influence the consumer’s decision-making process.
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Temporal Factors
Time is one of our most precious resources. We talk about “making time” or “spending time,” and we frequently remind others that “time is money.” Common sense tells us that we think more about what we want to buy when we have the luxury to take our time.
The same logic applies to online marketing; open rates (the percentage of people who open an email message from a marketer) vary throughout the day.
An individual’s priorities determine his or her timestyle. People in different countries also “spend” this resource at different rates.
Many consumers believe they are more pressed for time than ever before; marketers label this feeling time poverty. The problem appears to be more perception than fact. The reality is that we simply have more options for spending our time, so we feel pressured by the weight of all of these choices.
In addition to physical cues, other people who are in the situation affect purchase decisions. In some cases, the sheer presence or absence of co-consumers, the other patrons in a setting, actually is a product attribute; think about an exclusive resort or boutique that promises to provide privacy to privileged customers.
At other times, the presence of others can have positive value. A sparsely attended ball game or an empty bar can be a depressing sight. The type of consumers who patronize a store or service or who use a product affects our evaluations.
Our experience of time is subjective; our immediate priorities and needs determine how quickly time flies. It’s important for marketers to understand psychological time because we’re more likely to be in a consuming mood at certain times than we are at others.
10-2. The information a store’s layout, Web site, or salespeople provides strongly influences a purchase decision.
Shopping Experience
Mood
Two basic dimensions, pleasure and arousal, determine whether we will react positively or negatively to a consumption environment.
An arousing situation can be either distressing or exciting, depending on whether the context is positive or negative (e.g., a street riot versus a street festival). So, a specific mood is some combination of pleasure and arousal.
Many factors, including store design, the weather, and whether you just had a fight with your significant other, affect your mood. Music and television programming do as well.
The state of happiness is high in pleasantness and moderate in arousal, whereas elation is high on both dimensions.
A mood state (either positive or negative) biases our judgments of products and services in that direction. Put simply, we give more positive evaluations when we’re in a good mood (this explains the popularity of the business lunch!).
When the Going Gets tough, the tough Go Shopping
We segment consumers in terms of their shopping orientation, or general attitudes about shopping. These orientations vary depending on the particular product categories and store types we consider.
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Shopping is how we acquire needed products and services, but social motives for shopping also are important. Thus, shopping is an activity that we can perform for either utilitarian (functional or tangible) or hedonic (pleasurable or intangible) reasons.
Many analysts who study consumer satisfaction, or those who design new products or services to increase it, recognize that it is crucial to understand how people actually interact with their environment to identify potential problems.
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Retailing as Theater
Store Image
Some of the important dimensions of a store’s image are location, merchandise, suitability, and the knowledge and congeniality of the sales staff.
These design features typically work together to create an overall impression. We quickly get an overall impression of a store, and the feeling we get may have more to do with intangibles, such as interior design and the types of people we find in the aisles, than with the store’s return policies or credit availability.
Atmospherics
A store’s image is an important part of the retailing mix, store designers pay a lot of attention to atmospherics, the “conscious designing of space and its various dimensions to evoke certain effects in buyers.” These dimensions include colors, scents, and sounds.
A store’s atmosphere in turn affects what we buy. Those who enjoyed their experience spent more time and money. To boost the entertainment value of shopping (and to lure online shoppers back to brick-and-mortar stores), some retailers create activity stores that let consumers participate in the production of the products or services they buy there.
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In-Store Decision Making
Spontaneous Shopping
He or she engages in unplanned buying when he or she is unfamiliar with a store’s layout or perhaps he or she is under some time pressure. Or, if he or she sees an item on a store shelf, this might remind her he or she needs it. About one-third of all unplanned buying occurs because a shopper recognizes a new need while he or she is in the store.
He or she engages in impulse buying when he or she experiences a sudden urge she simply can’t resist
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