消费者行为09buyingandpost-purchase

Modify intended purchase behavior
Stockouts
Sales personnel
9-4
Sales Impact of Point-of-Purchase Displays
9-5
The Effect of P-O-P Display
Location onHale Waihona Puke BaiduSales of Listerine
2. Social surroundings considers examples like other
persons present, their characteristics, their apparent roles, and interpersonal interactions occurring.
• 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
9-7
Situational Influence
• Temporary conditions or settings that occur in the environment at a specific time and place
• Independent of the products or the consumers
9 - 11
Impact of Social Situations
on Dessert Choices
Attribute Importance
1.0
0.9
0.8
0.7
0.6
0.5 0.42
0.4
0.30
0.3
0.2
0.1
0.03
0.0
0.40 0.32
0.02
0.62 0.05 0.03
Everyday dessert While watching Social gathering
9-2
In-Store Decisions
9-3
In-Store Influences that Impact Alternative Evaluation and Purchase
Price reductions
Store Atmosphere
P-O-P Displays
Alternative evaluation
5. Antecedent states are momentary moods or
momentary conditions
9-9
Impact of Background Music
Variables
Slow Music
Fast Music
9 - 10
2. Social Surroundings
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
evening TV
with coffee/tea
Economical Taste Liked by most
Source: J. B. Palmer and R. H. Cropnick, “New Dimension Added to Conjoint Analysis,” Marketing News, January 3, 1986, p. 62.
9 - 12
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.
Chapter 9 Purchase behavior & Post-purchase
Consumer Behavior, Ninth Edition
Schiffman & Kanuk
Purchase Behavior
• Three types of behavior
– Trial purchases – Repeat purchases – Long-term commitment
Mouthwash
Percent
120
+141%
+162%
Average unit sales per store
100
80
60
+11%
40
Regular price
on shelf
20
Feature price/display 0
Shelf
Rear Endcap
Front Endcap
9-6
Impact of a Stockout Situation
9-8
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.