CHAPTER 3 SHOPPING, BUYING, AND EVALUATING (SOLOMON)

(1)

PERILAKU KONSUMEN

REFERENSI:

• Hawkins, D. I. et al. (2016). Consumer Behavior: Building Marketing Strategy (13th ed.). The Mc Graw- Hill Companies.

• Solomon, M.R. et al. (2013). Consumer Behaviour: A European Perspectives (5th Editon).

Pearson: England.

• Solomon, M.R. et al. (2013). Consumer Behaviour: A European Perspectives (10th Editon).

Pearson: England.

FAKULTAS EKONOMI DAN BISNIS PROGRAM STUDI MANAJEMEN

UNIVERSITAS MURIA KUDUS 2024

(2)

Chapter 3

SHOPPING, BUYING AND

EVALUATING

(3)

Chapter Objectives

When you finish this chapter, you should understand why:

1.

Factors at the time of purchase dramatically influence the consumer decision-making

process.

2.

The information a store or Web site provides strongly influences a purchase decision.

(4)

Chapter Objectives (continued)

3.

A salesperson often is the crucial connection to a purchase.

4.

Marketers need to be concerned about a

consumer’s evaluations of a product after he buys it as well as before.

5.

Getting rid of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

(5)

Learning Objective 1

• Many factors at the time of purchase dramatically influence the consumer’s decision-making process

(6)

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

(7)

The Purchase Decision Process

(8)

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

(9)

Temporal Factors: Economic Time

Timestyle

Time Poverty

(10)

Temporal Factors: Psychological Time

Social

Temporal Orientation Planning Orientation

Polychronic

(11)

Five Perspectives on Time

• Time is a _____.

• Pressure cooker

• Map

• Mirror

• River

• Feast

(12)

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

(13)

For Reflection

• In what ways do you experience time

poverty? What products do you purchase because of the sense of time poverty?

(14)

Learning Objective 2

• The information a store or Web site

provides strongly influences a purchase decision, in addition to what a shopper already knows or believes about a

product.

(15)

Figure 9.3 The Shopping Experience:

Dimensions of Emotional States

(16)

Reasons for Shopping

•

Social experiences

•

Sharing of common interests

•

Interpersonal attraction

•

Instant status

•

The thrill of the hunt

(17)

E-Commerce: Clicks versus Bricks

•

Benefits: good customer

service, more options, more convenient

•

Limitations: lack of security, fraud, actual shopping

experience, shipping charges

(18)

For Reflection

•

Will e-commerce eventually replace traditional brick-and-mortar retailing? Why or why not?

•

What are the benefits that traditional retail stores provide that e-commerce cannot provide?

(19)

Retailing as Theater

•

Landscape themes

•

Marketscape themes

•

Cyberspace themes

•

Mindscape themes

(20)

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

(21)

FedEx Makeover

BEFORE AFTER

(22)

For Reflection

•

How would you depict an impulse buyer?

•

^Explain.

(23)

• A salesperson often is the crucial connection to a purchase.

(24)

For Reflection

•

What qualities seem to differentiate good and bad salespeople?

•

In what retail outlets do you tend to find “good”

salespeople? Why?

(25)

• Marketers need to be concerned about a consumer’s evaluation of a product after he or she buys it as well as before.

(26)

Postpurchase Satisfaction

•

Postpurchase satisfaction or dissatisfaction is determined by attitude about a product after purchase

•

Marketers constantly on lookout for sources of consumer dissatisfaction

•

United Airlines’ “United Rising” campaign

(27)

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

(28)

Acting on Dissatisfaction

•

Voice response: appeal to retailer directly

•

Private response: express dissatisfaction to friends or boycott store

•

Third-party response: take legal action

(29)

For Reflection

• Share a story of a time you acted on a feeling of dissatisfaction with a product.

Which behavior did you exhibit? Why?

(30)

Learning Objective 5

• Getting rid of products when consumers no longer need or want them is a major concern both to marketers and to public policymakers.

(31)

Divesting of Unwanted Items

Iconic Transfer Ritual Transition Place Ritual

Ritual Cleansing

(32)

For Reflection

•

Have you ever sold something at a garage sale or on e-Bay?

•

Did you have a strong attachment to the item(s)?

•

What divestment rituals did you go through as you prepared to offer the item(s) for sale?

(33)

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.