The Purchase Process

The Purchase Process

Whether to buy

When to buy
What to buy (product type/brand)

Where to buy
How to pay

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Types of Purchase Decision

1) Fully Planned Purchase

2) Partially Planned Purchase

3) Unplanned Purchase

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Motives of Purchase
Personal Motives Social Motives

Role Playing
Diversion Self-gratification

Social experience outside of home

Peer group attraction

Learning about trends

Physical Activity

Status and authority

Fun of bargaining

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The Purchase Decision Process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

The Purchase Decision Process

Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Purchase Outcome
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Evaluative Criteria

The Purchase Decision Process

Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Purchase Outcome
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Evaluative Criteria

Individual Characteristics

Purchase Characteristics

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Individual Characteristics
Lifestyles Economic Variables Views of Shopping Situations

Purchase Characteristics
Types of Product Timing Variables Price/Quality Situation

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The Purchase Decision Process

Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Purchase Outcome
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Evaluative Criteria

Evaluative Criteria

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Evaluative Criteria
Location Nature of Quality and Assortment Price Advertising and Promotion Sales Personnel Services Offered Physical Store Attributes Store Clientele Point-of-Purchase Displays Consumer Logistics
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The Purchase Decision Process

Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Purchase Outcome
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Evaluative Criteria

Evaluating Type of Retailer

Determining the type of retail concept from which to purchase

Evaluating Retail Competitors

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Evaluating Type of Retailer

Determining the type of retail concept from which to purchase

Evaluating Retail Competitors

Direct mail Location-based retailer

Catalog
Internet
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Evaluating Type of Retailer

Determining the type of retail concept from which to purchase

Evaluating Retail Competitors

Determining the type of competitive store from which to purchase

Direct mail Location-based retailer

Catalog
Internet
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Evaluating Type of Retailer

Determining the type of retail concept from which to purchase

Evaluating Retail Competitors

Determining the type of competitive store from which to purchase

Direct mail Location-based retailer

Mass retailer Department store

Catalog
Internet

Specialty store
Hypermarket

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Store Choice
Choosing the specific retailer from which to purchase (Name and Location)

Purchase

Outcome

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Store Choice
Choosing the specific retailer from which to purchase (Name and Location)

Purchase

Outcome Gap or Express Nordstrom or Bloomingdales

Wal*Mart or Kmart
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Store Choice
Choosing the specific retailer from which to purchase (Name and Location)

Purchase
The process of securing the product

Outcome Gap or Express Nordstrom or Bloomingdales

Wal*Mart or Kmart
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Store Choice
Choosing the specific retailer from which to purchase (Name and Location)

Purchase
The process of securing the product

Outcome Gap or Express Nordstrom or Bloomingdales

The result of the purchase process: Satisfaction (may lead to repeat purchase and loyalty) Dissatisfaction (may influence future evaluations)

Wal*Mart or Kmart

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The Purchase Decision Process

Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Purchase Outcome
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Evaluative Criteria

Determinants of Retail Success or Failure

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Determinants of Retail Success or Failure

Examining how retailers perform on specific criteria in they eyes of consumers Retailers focus on adapting these variables according to changing consumer needs and trends
Retailers strive to perform better than competitors on evaluative criteria
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Location
Physical location of store

Distance from home, office, or other point of origin

Perceived in terms of time and hassle as well Cognitive versus actual distance

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Nature and Quality of Assortment

Assortment breadth: how vast or wide the variety of products sold (mass retailers)

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Nature and Quality of Assortment

Assortment breadth: how vast or wide the variety of products sold (mass retailers) Assortment depth: how deep the categories of product sold (specialty store)

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Nature and Quality of Assortment

Assortment breadth: how vast or wide the variety of products sold (mass retailers) Assortment depth: how deep the categories of product sold (specialty store) Category killers focus on one particular category and provide a deep assortment of products (Home Depot, Toys R Us)
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Price
The importance of price depends on nature of the consumer

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Price
The importance of price depends on nature of the consumer Consumers perception of price versus actual price

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Price
The importance of price depends on nature of the consumer Consumers perception of price versus actual price

Everyday Low Prices (EDLP) emphasizes low prices rather than one-time promotional prices

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Price
The importance of price depends on nature of the consumer Consumers perception of price versus actual price

Everyday Low Prices (EDLP) emphasizes low prices rather than one-time promotional prices
Lowest price versus price in acceptable or expected range
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Price
Effects of price promotions on: Brand image Retailer image Short term buying behavior Long term buying behavior

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Advertising and Promotion

Information advertising provides details about products, prices, hours of store operation, locations and other attributes that might influence purchase decisions

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Information Advertising

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Advertising and Promotion

Image advertising uses visual components and words that help consumers form an expectation about experience in the store

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Target uses image advertising to build its brand

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Advertising and Promotion

Image advertising uses visual components and worlds that help consumers form an expectation about experience in the store

Increased emphasis on image advertising

Shift toward marketing and what happens outside of the store

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Sales Personnel
Sales personnel still play an important role in selecting a retailer
Sales success depends on:

-Relationship during the transaction -Persuasion strategies

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Sales Personnel
How successful or persuasive a sales person is depends on:

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Sales Personnel
How successful or persuasive a sales person is depends on: Perceived knowledge and expertise

Perceived trustworthiness
Customer knowledge

Adaptability

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Sales Personnel
How successful or persuasive a sales person is depends on: Perceived knowledge and expertise

Perceived trustworthiness
Customer knowledge

Adaptability Recruiting and training effective sales associates benefits retailers

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Services Offered: Kinkos

Copying and binding Shipping Delivery Computing

Video conferencing

24 hour operation

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Physical Store Attributes

Store atmospherics: physical properties of the retail environment designed to create an effect on consumer purchases

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Physical Store Attributes

Store atmospherics: physical properties of the retail environment designed to create an effect on consumer purchases Lighting Signage Merchandise Displays Air conditioning Floor treatments Music Colors
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Store Clientele
Who shops at a store affects a persons decision to shop there

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Store Clientele
Who shops at a store affects a persons decision to shop there Consumers tend match their selfimage with that of the store

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Store Clientele
Who shops at a store affects a persons decision to shop there Consumers tend match their selfimage with that of the store

Do consumers feel comfortable with other shoppers in the store?

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Store Clientele
Who shops at a store affects a persons decision to shop there Consumers tend match their selfimage with that of the store

Do consumers feel comfortable with other shoppers in the store?

What effect does clientele have on store image?

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Point-of-Purchase Materials
POP displays help gain attention inside the store

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Point-of-Purchase Materials
POP displays help gain attention inside the store Advantages of POP displays: Less expensive form of promotion Can compensate for fewer sales persons on the floor

Provide valuable information

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Consumer Logistics
Consumer Logistics: focuses on the speed and ease with which consumers move through the retail and entire shopping process Examines how factors such as signage, lighting, aisle width, and parking affect the purchase process

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Consumer Logistics
Stages of Consumer Logistics Preparation Arriving at the store Entering the store Moving through the store Checkout Going home and storage Inventory replenishment What factors affect each stage?
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The Changing Retail Landscape

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

The Changing Retail Landscape

Location-based Retailing Retailers that have a physical store and location for consumers to visit Can be housed in shopping malls and strip centers or can be free-standing

Some location-based retailers also have catalogs or Internet outlets available

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The Changing Retail Landscape

Location-based Retailing Value-oriented retailers
-efficiency in supply chain lowers cost for retailer -economies of scale and volume buying allow retailers to pass cost savings to customers -quality products and image advertising have changed perception of mass retailers
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The Changing Retail Landscape

Location-based Retailing The Shopping Mall
-People spending less time in shopping malls -Malls are emphasizing the entertainment value of shopping -Shift toward making malls become places people want to be, not just where they want to shop

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The Changing Retail Landscape

Direct Marketing Retail sales that occur someplace other than in the store More consumer shopping and buying activities are occurring outside the store Convenient for people not able to get to stores during store hours

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The Changing Retail Landscape

Direct Marketing Direct selling: any form of faceto-face contact between a salesperson and a customer away from a fixed retail location -door-to-door selling -in-home parties

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

The Changing Retail Landscape

Direct Marketing Direct selling: any form of faceto-face contact between a salesperson and a customer away from a fixed retail location -door-to-door selling -in-home parties Direct mail ads

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

The Changing Retail Landscape

Direct Marketing Direct selling: any form of faceto-face contact between a salesperson and a customer away from a fixed retail location -door-to-door selling -in-home parties Direct mail ads Direct mail catalogs
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The Changing Retail Landscape

Direct Marketing Telemarketing -outbound telemarketing -inbound telemarketing (1-800 numbers)

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The Changing Retail Landscape

Direct Marketing Telemarketing -outbound telemarketing -inbound telemarketing (1-800 numbers) Direct response ads: ads that require a direct response from consumers
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The Changing Retail Landscape

E-Commerce

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The Changing Retail Landscape

E-Commerce Technology of electronic retailing determines what can be offered to consumers, but only consumers determine which technologies (or buying methods) will succeed Today, more people use the Internet for search and prepurchase evaluation than purchase
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Consumer Resources: What People Spend When They Purchase

Money

Attention

Time

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Time and Money Budgets

People have unlimited money budgets: have potential to earn as much money as they want

Money (unlimited)

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Time and Money 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
Money (unlimited)

Time (24 hours)

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Time and Money Budgets

As people work and make more money, leisure time decreases-leading to increased value of time Timestyles: determines how consumers allocate their time

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Time and Money Budgets

Time-using Goods

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Time and Money Budgets

Time-using Goods
Goods that require time to use, such as television or sporting equipment or events As consumer have less leisure time, they are often willing to spend more money to make the most of the leisure time they do have (travel or extreme sports)

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Time and Money Budgets

Time-saving Goods

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Time and Money Budgets

Time-saving Goods
Goods that decrease nondiscretionary time expenditures (such as chores) Housecleaning services or dish washers free up time to spend on leisure or other activities Some firms position products with time-saving benefits

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Time and Money Budgets

Time Prices

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Time and Money Budgets

Time Prices
Products have economic prices as well as time prices How much time it takes to shop for, install, or use a product

Firms sometimes use time prices in their ads (only takes 1 hour to install or deodorant takes 10 seconds to dry)

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Polychronic Time Use

Polychronic time involves combining activities simultaneously

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Polychronic Time Use

Polychronic time involves combining activities simultaneously

Trend has given rise to products:

cellular phones (talk and walk or drive) fastfood (eat and drive) dentist beepers (wait for appointment and shop)

prepared meals (shop for groceries and buy completed dinner at same store)
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Cognitive Resources
Cognitive resources: mental capacity available for undertaking information-processing activities

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Cognitive Resources
Cognitive resources: mental capacity available for undertaking information-processing activities Capacity: cognitive resources that an individual has available at any given time for processing information

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Cognitive Resources
Cognitive resources: mental capacity available for undertaking information-processing activities Capacity: cognitive resources that an individual has available at any given time for processing information

How much of this resource do consumers spend when shopping or making a purchase?
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Cognitive Resources
Attention: allocation of cognitive resources

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Cognitive Resources
Attention: allocation of cognitive resources In addition to paying money and time for purchases, consumers also pay attention
Direction: focus of attention Intensity: the amount of capacity focused in a particular direction Role in advertising, POP displays, and care and use instructions
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Cognitive Resources
Information overload may occur if too much information is provided, and it exceeds capacity What happens if too much information is included on package? Do consumers make poor decisions or stop processing?

How much attention do consumers give to various products and purchases?

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Communicating with Consumers: Integrated Marketing Communications

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Integrated Marketing Communications (IMC)

Coordinated marketing activities that often promote a brand and ultimately purchase activity Internet strategies can be integrated into the IMC program by having a similar look, feel, and message as other promotion elements

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Integrated Marketing Communications (IMC)

IMC programs are comprehensive IMC programs are unified IMC programs are targeted IMC programs have coordinated execution of all the communications components of the organization IMC programs emphasize productivity in reaching targets when selecting communication channels and allocating resources
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Consumer Behavior
Roger D. Blackwell Paul W. Miniard James F. Engel
Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc. 6277 Sea Harbor Drive Orlando, Florida 32887-6777 Copyright2001 by Harcourt, Inc. All rights reserved.