Slide 9.1 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Αγορά Προϊόντος, Αξιολόγηση Προϊόντος, Product Disposal Ομάδες Αναφοράς & Καθοδηγητές Γνώμης

Slide 9.2 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 The act of purchase is affected by many factors, such as mood, time pressures, and the context in which a product is needed. Η αγοραστική διαδικασία επηρεάζεται από πολλούς παράγοντες

Slide 9.3 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 A person’s mood or physiological condition at the time of purchase can have a major impact on what is bought and how products are evaluated. Moods can be affected by store design, the weather or other factors specific to the consumer. Knowledge of what consumers are doing at the time a product is consumed may improve predictions of product and brand choice. The antecedent states

Slide 9.4 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Φυσικά περιβάλλοντα (physical surroundings): τοποθεσία, store environment, καιρός, τοποθέτηση εμπορευμάτων κλπ. Κοινωνικά περιβάλλοντα (social surroundings): πρόσωπα, ρόλοι, επιδράσεις στην διαδικασία Λ-Α Προοπτική του χρόνου (temporal perspective): συγκεκριμένη ώρα της ημέρας, διάρκεια καταναλωτικής εμπειρίας Ορισμός του καθήκοντος (task definition): πρόθεση απόκτησης προϊόντος Προηγούμενες καταστάσεις (antecedent states): διάθεση καταναλωτή,συναισθηματική κατάσταση Πρωθύστεροι Παράγοντες - Antecedents

Slide 9.5 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Κίνητρα κατά τη Διαδικασία Αγοράς Shopping can be an activity performed for utilitarian reasons (functional or tangible purchases) or one performed for hedonic reasons (pleasurable or intangible). Hedonic shopping motives can include:  adventure shopping  social shopping  gratification shopping  idea shopping  role shopping  value shopping

Slide 9.6 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 There are a range of shopping types. Economic shopper – rational and goal oriented shopper. Personalised shopper – tends to form strong attachments to store personnel. Ethical shopper – likes to support local small shops. Apathetic shopper – does not like shopping and sees it as a necessary chore. Recreational shopper – sees shopping as a fun and social activity. Hate to shop shopper. Shopping types

Slide 9.7 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 shopping malls, which combine shops with leisure facilities and social encounters in relatively safe environments. themed shopping centres and stores. Retailing as theatre A retail culture has arisen where the act of shopping has taken on entertainment and experiential dimensions where the consumer is no longer a passive recipient but an active co-creator. Examples of how this new dimension is being achieved are:

Slide 9.8 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 The consumers’ evaluation of stores and products may depend on the type of ‘performance’ witnessed while in the store. The evaluation can be influenced by the store image – the store staff, the setting, the store displays, etc. As many purchase decisions are not made until the consumer is in the store, point of purchase stimuli are important sales tools. Shopping motivations and experiences

Slide 9.9 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Consumer satisfaction/dissatisfaction (CS/D) is determined by the overall feelings and attitudes a person has about a product after it has been purchased. The following factors contribute towards post purchase satisfaction: Post purchase satisfaction perceptions of product quality. satisfaction against prior expectations. quality and product failure.

Slide 9.10 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Acting on dissatisfaction Marketers can focus on Total Quality Management – a complex set of management and engineering procedures aimed at reducing errors and increasing quality. Consumers can take any of the following actions if dissatisfied with a product or service: voice displeasure directly to the retailer. private response – e.g. passing complaint on to friends or boycott the store. third party response – e.g. taking legal action or registering complaint with industry ombudsman or press.

Slide 9.11 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Product disposal occurs when: the products have fulfilled their designated functions. the products no longer fit with the consumer’s view of themselves. Product disposal Recycling is becoming more important as consumers’ environmental awareness increases. Lateral cycling occurs when objects are bought and sold second-hand.

Slide 9.12 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Consumers’ disposal options Figure 9.8 Source: Adapted from Jacob Jacoby, Carol K. Berning and Thomas F. Dietvorst, ‘What about disposition?’, Journal of Marketing 41 (April 1977): 23.

Slide 9.13 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 9.14 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Ομάδες Αναφοράς Consumers belong to or admire many different groups and are often influenced in their purchase decisions by a desire to be accepted by others. A reference group is an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations or behaviour. (Cohen & Golden, 1972) Χρησιμοποιούνται σαν σημεία αναφοράς στην αγοραστική απόφαση Ο εντοπισμός τους επιτρέπει στο ΜΚΤ την κατανόηση των επιδράσεων στην αγοραστική απόφαση Ομάδες αποφυγής/αποκήρυξης και ομάδες συμμόρφωσης

Slide 9.15 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Ομάδες ενδιαφέροντος στο ΜΚΤ Οικογένεια ομάδα δράσης καταναλωτών ομάδα για ψώνια επίσημη κοινωνική ομάδα ομάδα φίλων ομάδα ατόμων που εργάζονται μαζί Aspirational teams

Slide 9.16 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Παράγοντες που καθορίζουν τον βαθμό επίδρασης των ομάδων αναφοράς Βαθμός επίδρασης εξαρτάται απο τα χαρακτηριστικά του προϊόντος εμφανής χρήση λίγες γνώσεις του καταναλωτή μεγαλύτερη επίδραση απο ισχυρές αξιόπιστες ομάδες

Slide 9.17 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Η οικογένεια ως ομάδα αναφοράς Αποφάσεις για προϊόντα που θα χρησιμοποιηθούν απο όλους ή κάποιο άλλο μέλος της οικογένειας πολύπλοκη απόφαση συμπεριφορά οικογένειας εξαρτάται απο τον κύκλο ζωής επιδρά στην διαμόρφωση των μελλοντικών προτιμήσεων των παιδιών παιδιά παίζουν μεγάλο ρόλο στον καταμερισμό των δαπανών

Slide 9.18 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Λήψη αγοραστικών αποφάσεων στην οικογένεια ο ρόλος του φύλου επιδρά στις αγοραστικές αποφάσεις του νοικοκυριού ανάμιξη ανδρών - γυναικών διαφορετική σε κάθε οικογένεια ανάμιξη ανάλογα με την κατηγορία προϊόντος ανάμιξη για κάθε προϊόν ανάλογα με τις αποφάσεις και τα στάδια της διαδικασίας της απόφασης μεγαλύτερο ποσοστό αποφάσεων από κοινού

Slide 9.19 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Καθοδηγητές Γνώμης They are technically competent and possess expert power. They have pre-screened, evaluated, and synthesised product information in an unbiased way thus possessing knowledge power. They tend to be socially active and highly interconnected in their community. Effective opinion leaders tend to be slightly higher in terms of status and educational attainment than those they influence, but not so high as to be in a different social class. They tend to be similar to the consumer in terms of values and beliefs. They are often among the first to purchase new products.

Slide 9.20 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Καταναλωτές-αποδέκτες Ανάγκη να ταυτιστούν ή να βελτιώσουν την εικόνα τους στην γνώμη των σημαντικών άλλων επιθυμία συμμόρφωσης στις προσδοκίες των άλλων τάση να μάθουν περισσότερα για προϊόντα ζητώντας πληροφορίες απο τους άλλους

Slide 9.21 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Καθοδηγητές Γνώμης Δημιουργούν: Word-of-mouth communication (WOM) Viral marketing: Viral marketing refers to the strategy of getting customers to sell a product on behalf of a company that creates it by sending on recommendations, etc. Viral marketing is particularly suited to the Internet, since s circulate so easily.