Chapter 9 - Dr. Aykan Candemir
Transkript
Chapter 9 - Dr. Aykan Candemir
Chapter 9 Buying and Disposing CONSUMER BEHAVIOR, 10e Michael R. Solomon 9-1 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 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 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-2 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 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-3 Temporal Factors: Economic Time Timestyle Time Poverty Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-4 Temporal Factors: Psychological Time Social Temporal Orientation Planning Orientation Polychronic Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-5 Five Perspectives on Time • A study looked at how the timestyles of a group of American women influence their consumption choices. The researchers found four dimensions of time. • The social dimension refers to individuals‟ categorization of time as either “time for me” or “time with/for others.” • The temporal orientation dimension depicts the relative significance individuals attach to past, present, or future. • The planning orientation dimension alludes to different time management styles varying on a continuum from analytic to spontaneous. • The polychronic orientation dimension distinguishes between people who prefer to do one thing at a time from those who multitask. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-6 Five Perspectives on Time • Time is a _____. • Pressure cooker • Map • Mirror • River • Feast Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-7 Five Perspectives on Time 1 „Time is a pressure cooker: Women who personify this metaphor are usually analytic in their planning, other oriented, and monochronic in their time styles. They treat shopping in a methodical manner and they often feel under pressure and in conflict. 2 Time is a map: Women who exemplify this metaphor are usually analytic planners, have a future temporal orientation and a polychronic time style. They often engage in extensive information search and in comparison shopping. 3 Time is a mirror: Women who come under this metaphor are also analytic planners and have a polychromic orientation. However, they have a past temporal orientation. Due to their risk averseness in time use, these women are usually loyal to products and services they know and trust. 4 Time is a river: Women whose time styles can be described through this metaphor are usually spontaneous in their planning orientation and have a present focus. They go on unplanned, short and frequent shopping trips undertaken on impulse. 5 Time is feast: These women are analytic planners who have a present temporal orientation. They view time as something to be consumed in the pursuit of sensory pleasure and gratification and, hence, they are motivated by hedonic and variety seeking desires in their consumption behavior.‟ Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-8 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 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-9 Temporal Factors: The Experience of Time • People around the world think about the passage of time very differently. Westerners tend to think of time as linear separable time. Events proceed in an orderly sequence and there is a time and place for everything. We do things today that will help us in the future. People who view time as procedural tend to ignore the clock completely. People simply decide to do something when the time is right. Circular or cyclic time is based on natural cycles. This view of time is common among Hispanic cultures. • How we experience time is an important factor in queuing theory. Queuing theory is the mathematical study of waiting lines. Our experience waiting has an effect on our evaluations of the product and experience at the end of the wait. When we have to wait on something, initially we must feel that it is of higher quality. In other words, that it is worth the wait. But after some time, we develop a negative feeling toward having to wait. Because of the negative impact of waiting experiences, marketers try to minimize the perception of waiting. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-10 Figure 9.3 The Shopping Experience: Dimensions of Emotional States Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-11 Reasons for Shopping • • • • • Social experiences Sharing of common interests Interpersonal attraction Instant status The thrill of the hunt Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-12 E-Commerce: Clicks versus Bricks • Benefits: good customer service, more options, more convenient • Limitations: lack of security, fraud, actual shopping experience, shipping charges Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-13 Retailing as Theater • • • • Landscape themes Marketscape themes Cyberspace themes Mindscape themes Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-14 Retailing as Theater ● Landscape themes rely upon associations with images of nature, earth, animals and the physical body. ● Marketscape themes build upon associations with man-made places. An example is The Venetian hotel in Las Vegas that lavishly recreates parts of the Italian city. ● Cyberspace themes are built around images of information and communications technology. eBay‟s retail interface instils a sense of community among its vendors and traders. ● Mindscape themes draw upon abstract ideas and concepts, introspection and fantasy, and often possess spiritual overtones. At the Seibu store in Tokyo, shoppers enter as neophytes at the first level. As they progress through the physical levels of the store each is themed to connote increasing levels of consciousness until they emerge at the summit as completed shoppers. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-15 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 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-16 Category Killer Mağazaları- Ürünlerin Tanzim ve Teşhiri Louis Vuitton Japonya Louis Vuitton Japonya APPLE STORE New York, ABD TASARIMCI: BOHLIN CYWINSKI JACKSON, 2006 Mağaza yerleşimi LEVI’S FLAGSHIP STORE Berlin, Almanya TASARIMCI: CHECKLAND KINDLEYSIDES, 2008 FedEx Makeover BEFORE Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall AFTER 9-28 Mağaza yerleşimi Mağaza yerleşimi CASIO, Londra, İngiltere, 2005 ALL SAINTS, Glasgow , İngiltere, 2003 VERTU STORE Londra, İngiltere TASARIMCI: SHED DESIGN, 2007 SONY ERICSSON, FLAGSHIP STORE, TASARIMCI: CHECKLAND KINDLEYSIDES, 2006 SONY ERICSSON, FLAGSHIP STORE, TASARIMCI: CHECKLAND KINDLEYSIDES, 2006 WILLIAM & SONS FLAGSHIP STORE Londra, İngiltere TASARIMCI: SHED DESIGN, 2008 SELFRIDGES Londra, İngiltere, 2006 TOPSHOP - New York, ABD – TASARIMCI: DALZIEL AND POW, 2009 JCPenney 18-44 18-45 18-46 18-47 18-48 18-49 Michael Evans/Life File/Getty Images 18-50 Dış cephede mekansal öğeler, mağazanın marka kimliğini yansıtan simgeler haline gelebilmektedir. Örneğin Elizabeth Arden’in kırmızı kapısı. HMKM, 2008 FULLCIRCLE, Londra, İngiltere, 2008 THORNTONS, Londra, İngiltere, TASARIMCI: CAULDER MOORE, 2008 GINA CONCEPT STORE Dubai, BAE TASARIMCI: CAULDER MOORE, 2009 SIZE? Bristol, İngiltere, TASARIMCI: CHECKLAND KINDLEYSIDES, 2009 LEVI’S POP-UP STORE, Farklı Yerler, TASARIMCI: CHECKLAND KINDLEYSIDES, 2008 Kavisli Plan 4 Ürün sunumu ile satış alanı ortak bir alandadır,satıcı ile müşteri birbirinden tam ayrılmamıştır. 5 Satıcı alanı müşteri alanından kesin olarak ayrılmıştır. müşteri duvardaki ürünleri görebilir ve dokunabilir. 6 müşteri alanından iki yönlü ayrılmış satış alanı. Ürünlere tezgahtan ulaşılır, müşteri alanında ancak örnekler ve reklam vardır. Lighting 18-72 İç Mekan Logo, Grafik, İşaret Levhaları İç Mekan Logo, Grafik, İşaret Levhaları İç Mekan Logo, Grafik, İşaret Levhaları • Marka kimliği veya logosunun alışverişçinin hafızasında yer alması • 66 North mağazası; logoyu yansıtan grafik. • Mağaza içi atmosferi desteklemek • The Pop Shop mağazasında pop kültürünü yansıtmak amacıyla yüzeylerde kullanılan grafiti desenleri MARNI STORE, Londra, İngiltere, TASARIMCI: FUTURE SYSTEMS, 1999 İşaretlerin etkin Kullanımı için Öneriler • • • • • • • Mağaza imajına uygun olmalıdır İşaretlerde uygun yüzler kullanılmalı Müşteriler bilgilendirilmelidir Sahne malzemesi olarak kullanılmalı Her zaman yeni ve taze olmalı Yazılar çok ve uzun olmamalı İşaretlerde uygun harf karakterleri kullanılmalıdır. 18-79 İşaretlerin etkin Kullanımı için Öneriler • • • • • • • Mağaza imajına uygun olmalıdır İşaretlerde uygun yüzler kullanılmalı Müşteriler bilgilendirilmelidir Sahne malzemesi olarak kullanılmalı Her zaman yeni ve taze olmalı Yazılar çok ve uzun olmamalı İşaretlerde uygun harf karakterleri kullanılmalıdır. 18-80 BIZA FLAGSHIP-DUTY FREE STORE Manchester Havalimanı, İngiltere TASARIM: HMKM, 2008 Ürün Yerleşimi • İlişkili kategoriler bir arada bulunmalı • Ürün ve raflar mantıklı sıralanmalı • Ürün rafta mümkünse sağ tarafta olmalıdır.Rafta ürünler göz ve el hizasında ve kolaylıkla erişilebilecek yerde olmaıdır. Bir Tema Doğrultusunda Ürün Sunumu Farklılığı ile İlgi Çeken Ürün Sunumları Çözüm Getiren Ürün Sunumları Çözüm Getiren Ürün Sunumları Çözüm Getiren Ürün Sunumları THE TIMBERLAND BOOT COMPANY, Londra, İngiltere TASARIMCI: CHECKLAND KINDLEYSIDES, 2005 Çözüm Getiren Ürün Sunumları Planogramlar 18-90 Postpurchase Satisfaction • Postpurchase satisfaction or dissatisfaction is determined by attitude about a product after purchase • Marketers constantly on lookout for sources of consumer dissatisfaction Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-91 Quality Is What We Expect It to Be • Expectancy Disconfirmation Model • According to the expectancy disconfirmation model, 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. When something performs the way we thought it would, we may not think much about it. If it fails to live up to our expectations, this may create negative feelings. However, if performance happens to exceed our expectations, we‟re happy. Because expectations ultimately control how satisfied we feel, marketers must manage expectations. They can do this by only promising what can actually be delivered and by reassuring customers when products do fail. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-92 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 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-93 Acting on Dissatisfaction • Voice response: appeal to retailer directly • Private response: express dissatisfaction to friends or boycott store • Third-party response: take legal action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-94 Divesting of Unwanted Items Iconic Transfer Ritual Transition Place Ritual Ritual Cleansing Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-95 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. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-96