Consumer Behavior Purchas参考.ppt

The Changing Retail Landscape Purchase Behavior and E-Commerce The technology of websites determines what can be offered to consumers, but only consumers determine which technologies are accepted Today, more people use the Internet for search and pre-purchase evaluation than purchase Consumer Resources: What People Spend When They Purchase Money Time Attention Concept of Time Budgets People have “unlimited” money budgets: have potential to earn as much money as they want People have limited time budgets: maximum of 24 hours per day How consumers allocate their time depends on their timestyles Concept of Time Budgets Time and Money Budgets Timestyles: determines how consumers allocate their time As people work and make more money, leisure time decreases—leading to an increased value of time Discretionary time: leisure time when individuals feel no sense of economic, legal, moral, social or physical compulsion or obligation Nondiscretionary time: Includes physical obligations, social obligations and moral obligations Time and Money Budgets Time and Money Budgets Time-Using Goods Time and Money Budgets Time-Using Goods Goods that require time to use, such as television, skiing, fishing, golfing, and playing tennis As consumer have less leisure time, they are often willing to spend more money on the precious time they do have (travel, extreme sports, and eating out) Time and Money Budgets Time-Saving Goods Time and Money Budgets Time-Saving Goods Goods and services that gain leisure time by decreasing nondiscretionary time expenditures Housecleaning services or dishwashers and microwave ovens free up time to spend on leisure or other activities Some firms position products with time-saving benefits Polychronic Time Use Polychronic time involves combining activities simultaneously Polychronic Time Use Polychronic time involves combining activities simultaneously Trend has given rise to products: cellular phones (talk and walk or drive) online radio ser