buying, using + disposing

• A consumer’s choices are affected by many personal factors. the sale doesn’t end at the time of purchase
• a Consumption situation is Defined by contextual factors over and above characteristics of the person and the product. We tailor our purchases to specific occasions. for example, the The way we feel at a particular time affects what we buy or do
• Physical and Social Surroundings Affect a consumer’s motives for product usage and product evaluation. for example, decor, odors, temperature
• Co-consumers are considered product attributes. a Large numbers of people means arousal, which can be classified as either density or crowding. in other words the Type of consumer patrons matters
• temporal factors include economic and also psychological time
• since 1/3 of Canadians feel rushed (time poverty), Marketing high tech innovations allow us to save time (ie. uber eats)
• Psychological time is Consumers’ perception of time. this includes: Flow time (time for a process), Occasion time, Deadline time, Leisure time, "Time to kill"
• Korea has tried to help solve time poverty by displaying a virtual grocery store in the subway, where consumers can shop on their commute home
• the 4 dimensions of time are:

  1. social dimension
  2. temporal orientation dimension (emphasis on past, present and future)
  3. planning orientation dimension
  4. polychronic orientation dimension
• the Queuing theory is the mathematical study of waiting lines.

  • Waiting for product = good quality
  • Too much waiting = negative feelings
  • Marketers use “tricks” to minimize psychological waiting time
• Antecedent states are when we are in a certAIN Mood/physiological condition that influences what we buy and how we evaluate product. pleasure and arousal are awake antecedent states
• Mood congruency involves Mood biasing judgments of products/services. Moods are affected by store design, music, TV programs, etc.
• Hedonic items are joyful, entertaining, intriguing, wonderful, and exciting, typically women's social motives for shopping.
• utilitarian products are practical, useful, functional, essential, effective. typically the social motives of men when shopping
• social motives for shopping are important
• Hedonic reasons include:

  • Social experiences
  • Sharing of common interests
  • Interpersonal attraction
  • Instant status
  • The thrill of the hunt
  • Group pressure
• different types of shoppers:

  • Economic consumer
  • Personalized consumer
  • Ethical consumer
  • Apathetic consumer (not excited)
  • Recreational shopper
• E-commerce reaches customers around the world, but competition increases exponentially
• Benefits of e-commerce include Good customer service, technology value allows for short runs of products, services like virtually “See-ing it On”
• Limitations of e-commerce include Security and/or identity theft concerns, actual shopping experience, large delivery and return shipping charges
• Social Shopping is a form of e-commerce that allows online shoppers to simulate the experience of shopping with others in real life
• as Competition for customers becomes more intense with the rise of nonstore alternatives, Malls gain loyalty by being “more than a store” by offering more than just stores. they also do this through creating specific retail themes (ie. Landscape, Cyberspace themes)
• Store image refers to the personality of the store. this is a combination of Location + merchandise suitability + knowledge and congeniality of staff
• other factors that affect a store's evaluation:

  • Interior design
  • Types of patrons
  • Return policies
  • Credit availability
• Atmospherics is the Conscious designing of spaces and dimensions, as well as the use of certain Colours or lighting, scents, and music that evoke certain effects in buyers and increase time spent in store. for example, some Canada Goose stores have walk-in freezers for customers to try their coats in freezing temperatures before purchase
• Examples of atmospherics:

  • Bright flat lighting = more clothing sales
  • Loud fast music = eat more
  • Slow melancholic music = drink more
• Spontaneous shopping consists of Unplanned buying and Impulse buying
• Unplanned buying is when we Remembered or are reminded to buy something. Impulse buying is the Sudden and irresistible urge to buy a product. For example, grocery stores disperse the same product throughout the store, rather than in one spot, to boost sales through repetitive exposure
• the Exchange theory states that Every interaction involves an exchange of value. this can be from Expertise, Commercial friendship, Incidental similarity
• Post purchase satisfaction (or dissatisfaction (CS/D)) is determined by your attitude about a product after purchase. Marketers are constantly looking for sources of consumer dissatisfaction
• the Expectancy disconfirmation model states that Consumers form beliefs of product quality based on prior performance. so Marketers must manage expectations: Don’t promise what you can’t deliver since consumers Expectations determine satisfaction or dissatisfaction
• consumers can act on dissatisfaction through voice response, private response and 3rd-party response
• a Voice response is when the consumer Appeals to the retailer directly
• a Private response is when consumers Express their dissatisfaction to friends or by boycotting the store
• a Third-party response involves the consumer taking legal action
• Total quality management (TQM) is A complex set of management and engineering procedures aimed at reducing errors and increasing quality
• "going to the gemba" refers to sending marketers and designers to specific places of product consumption (ie. food study at airport cafe)
• product ownership has evolved from purchasing and owning tangible goods to models allowing for temporary ownership (ie. lime scooters)
• a Strong product attachment = painful disposal process.

  • Possessions = identity anchors
  • consumers have Disposal rituals
• Ease of product disposal is now a key product attribute to consumers