消费者行为09buyingandpost-purchase.pptVIP

Chapter 9 Purchase behavior Post-purchase Purchase Behavior Three types of behavior Trial purchases Repeat purchases Long-term commitment In-Store Decisions In-Store Influences that Impact Alternative Evaluation and Purchase Sales Impact of Point-of-Purchase Displays The Effect of P-O-P Display Location on Sales of Listerine Mouthwash Impact of a Stockout Situation Situational Influence Temporary conditions or settings that occur in the environment at a specific time and place Independent of the products or the consumers Five Classes of Situational Influence 1. Physical surroundings include geographical and institutional location, decor, sounds, aromas, lighting, weather, and visible configurations of merchandise or other material surrounding the stimulus object. 2. Social surroundings considers examples like other persons present, their characteristics, their apparent roles, and interpersonal interactions occurring. 3. Temporal perspective may be specified in units ranging from time of day to seasons of the year. 4. Task definition is the reason the purchase or consumption activity is occurring 5. Antecedent states are momentary moods or momentary conditions Impact of Background Music 2. Social Surroundings Other persons present who may have an impact on consumer behavior presence of others in the room lessens the attention paid to ads. presence of a friend influences the effectiveness of many sales presentations When shopping with another, the shopper tends to visit more stores and make more unplanned purchases Impact of Social Situations on Dessert Choices 3. Temporal Factors Time pressure leads to: shorter information search smaller consideration set increased demand for time-saving products/services, such as housecleaning services, dishwashers, microwave ovens, etc. 4. Task Definition Gift giving vs. personal use vs. use by another within the household. Usage situations influence the product characteristics sought by a consumer Sometimes a product is