Consumer Behavior: Buying, Having, and
Being
Thirteenth Edition, Global Edition
Chapter 10
Buying, Using and
Disposing
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Learning Objectives
10.1 Many factors at the time of purchase dramatically
influence the consumer decision-making process.
10.2 The information a store’s layout, website, or
salespeople provides strongly influences a purchase
decision.
10.3 The growth of a “sharing economy” changes how many
consumers think about buying rather than renting products.
10.4 Our decisions about how to dispose of a products are
as important as how we decide to obtain it in the first place.
Copyright © 2020 Pearson Education Ltd. All Rights Reserved.
Learning Objective 10.1
Many factors at the time of purchase dramatically influence
the consumer’s decision-making process
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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.
Figure 10.1 Issues Related to Purchase and Post purchase Activities
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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
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Temporal Factors: Economic Time
• Timestyle
• Time Poverty
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Temporal Factors: Psychological Time
• Social
• Temporal Orientation
• Planning Orientation
• Polychronic
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Five Perspectives on Time
Time is a fill in the blank.
• Pressure cooker
• Map
• Mirror
• River
• Feast
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For Reflection (1 of 4)
• In what ways do you experience time poverty? What
products do you purchase because of the sense of time
poverty?
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Learning Objective 10.2
The information a store’s layout, website, or salespeople
provides strongly influences a purchase decision.
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The Shopping Experience
• Focus groups
• Total quality management (TQM)
• Gemba
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Figure 10.3 Dimensions of Emotional
States
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Reasons for Shopping
• Social experiences
• Sharing of common interests
• Interpersonal attraction
• Instant status
• The thrill of the hunt
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E-Commerce: Clicks Versus Bricks
• Benefits: good customer service, more options, more
convenient
• Limitations: lack of security, fraud, actual shopping
experience, shipping charges
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Retailing as Theater
• Landscape themes
• Marketscape themes
• Cyberspace themes
• Mindscape themes
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Store Image: The Store’s Personality
• Location + merchandise suitability +
knowledge/congeniality of sales staff
• Other intangible factors affecting overall store evaluation:
– Interior design
– Types of patrons
– Return policies
– Credit availability
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In-Store Decision Making
• Mental budgets
• Unplanned buying
• Impulse buying
• Point-of-purchase (POP) stimuli
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Salespeople Play a Key Role
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For Reflection (2 of 4)
• How would you depict an impulse buyer?
Explain.
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Learning Objective 10.3
The growth of a “sharing economy” changes the way many
consumers think about buying rather than renting products.
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Ownership and the Sharing Economy
• Sharing economy
• Collaborative consumption
• P2P commerce (peer-to-peer)
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For Reflection (3 of 4)
• What are some items that you “share” with your peers?
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Learning Objective 10.4
Our decisions about how to dispose of a product are as
important as how we decide to obtain it in the first place.
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Postpurchase Satisfaction
• Consumer satisfaction/dissatisfaction (CS/D)
• Expectancy disconfirmation model
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Product Disposal
• Recycling
• Lateral cycling
– Underground economy
– Recommerce
– Swishing
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Underground Economy
The underground economy in the form of flea markets and
other used-product sales formats is a significant element in
the U.S. market.
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For Reflection (4 of 4)
• What items have you purchased from the underground
ecomomy?
• How do you feel postpurchase if you know you can
recycle the product?
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Chapter Summary
• Many factors at the time of purchase dramatically
influence the consumer’s decision-making process.
• The information a store’s layout, website, or salespeople
provides strongly influences a purchase decision.
• The growth of a “sharing economy” changes how many
consumers think about buying rather than renting
products.
• Our decisions about how to dispose of a product are as
important as how we decide to obtain it in the first place.
Copyright © 2020 Pearson Education Ltd. All Rights Reserved.
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