Week 7 (buying, using & disposing) Flashcards
what is the outlet vs brand choice
Brand first, retail outlet second (focuses marketing on product features)
Retail outlet first, brand second (sales-staff incentives, store sale catalogue)
Low involvement vs high involvement purchases
- 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
How does involvement affect store size
Low involvement = not willing to travel far
High involvement = willing to travel far
How to create customer experience
theming the experience, harmonise impressions with positive cues, eliminate negative cues, mix in memorabilia, engage all 5 senses
What are the 5 contextual effects on buying & disposal
physical surroundings, social surroundings, temporal factors, antecedent states & shopping orientation
What 3 things make up social surroundings
Density = number of people in a space
Crowding = negative affecct from density
Emotional Contagion = transference of emotions from one person to another
What are temporal factors
Economic time = time is an economic variable
Time poverty = when people feel pressed for time
What makes the antecedent state
pleasure & arousal. a mood is a combination of both and biases judgement in that direction
What are the 2 shopping orientations
Utilitarian = functional or tangible
Hedonic = pleasurable or intangible
when does unplanned buying occur
when a person is unfamiliar with store, under time pressure or reminded by seeing it
What is impulse buying
when a person experiences a sudden urge that cannot be resisted
what is consumer dis/satisfaction defined by
the percieved performance relative to expectations
How do consumers respond to dis/satisfaction
Satisfaction = positive word of mouth, good review, loyalty
Dissatisfaction = complaints, put product in inept set
what are the 3 ways consumers act on dissatisfaction
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
what are strategies to overcome dissatisfied customers
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
What is brand loyalty
- 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
What is double jeopardy
dominant brands have a higher market share & loyalty than less popular brands
What are brand communities
A specialised, non-geographically bound community, based on a structured set of social relations among admirers of a brand
Why do we dispose of products
Broken or used = no longer serves functional purpose
Not broken = no longer serves symbolic purposes, planned obsolescence (no longer acceptable or ‘cool’)
what is Product stewardship
businesses taking responsibility for the products they make, sell and buy so they don’t end up in landfill
How can consumers & manufacturers be apart of the solution
Consumers - buy from companies providing end of life solutions
Manufacturers & retailers - introduce initiatives such as servicing/repairs/take back schemes
