Week 7 (buying, using & disposing)

Question 1

what is the outlet vs brand choice

Answer 1

Brand first, retail outlet second (focuses marketing on product features)
Retail outlet first, brand second (sales-staff incentives, store sale catalogue)

Question 2

Low involvement vs high involvement purchases

Answer 2

• Low - convenience stores, online shopping, seek just any suitable alternative
• High - specialty & department stores, complex purchase, Chains and franchises alleviate the risk of inconsistency in service delivery

Question 3

How does involvement affect store size

Answer 3

Low involvement = not willing to travel far
High involvement = willing to travel far

Question 4

How to create customer experience

Answer 4

theming the experience, harmonise impressions with positive cues, eliminate negative cues, mix in memorabilia, engage all 5 senses

Question 5

What are the 5 contextual effects on buying & disposal

Answer 5

physical surroundings, social surroundings, temporal factors, antecedent states & shopping orientation

Question 6

What 3 things make up social surroundings

Answer 6

Density = number of people in a space
Crowding = negative affecct from density
Emotional Contagion = transference of emotions from one person to another

Question 7

What are temporal factors

Answer 7

Economic time = time is an economic variable
Time poverty = when people feel pressed for time

Question 8

What makes the antecedent state

Answer 8

pleasure & arousal. a mood is a combination of both and biases judgement in that direction

Question 9

What are the 2 shopping orientations

Answer 9

Utilitarian = functional or tangible
Hedonic = pleasurable or intangible

Question 10

when does unplanned buying occur

Answer 10

when a person is unfamiliar with store, under time pressure or reminded by seeing it

Question 11

What is impulse buying

Answer 11

when a person experiences a sudden urge that cannot be resisted

Question 12

what is consumer dis/satisfaction defined by

Answer 12

the percieved performance relative to expectations

Question 13

How do consumers respond to dis/satisfaction

Answer 13

Satisfaction = positive word of mouth, good review, loyalty
Dissatisfaction = complaints, put product in inept set

Question 14

what are the 3 ways consumers act on dissatisfaction

Answer 14

Voice response = consumer appeals directly to reatiler for redress
Private response = express to friends and/or boycott the store
Third-party response = take legal action, register a complaint, write a letter to news, online

Question 15

what are strategies to overcome dissatisfied customers

Answer 15

1) create reasonable expectation through promotions
2) maintain consistent quality so reasonable expectations are fulfilled
3) offer ways for consumers to voice complaints directly to the brand to avoid public voicing

Question 16

What is brand loyalty

Answer 16

• a psychological commitment to the brand.
• When a customer prefers your brand AND buys it regularly
• Expressed over time
• A function of psychological processes: Attitudinal &
  Behavioural

Question 17

What is double jeopardy

Answer 17

dominant brands have a higher market share & loyalty than less popular brands

Question 18

What are brand communities

Answer 18

A specialised, non-geographically bound community, based on a structured set of social relations among admirers of a brand

Question 19

Why do we dispose of products

Answer 19

Broken or used = no longer serves functional purpose
Not broken = no longer serves symbolic purposes, planned obsolescence (no longer acceptable or ‘cool’)

Question 20

what is Product stewardship

Answer 20

businesses taking responsibility for the products they make, sell and buy so they don’t end up in landfill

Question 21

How can consumers & manufacturers be apart of the solution

Answer 21

Consumers - buy from companies providing end of life solutions
Manufacturers & retailers - introduce initiatives such as servicing/repairs/take back schemes