ENVIRONMENT

Zeenat Jabbar

Shopping Experience: A Job or An Adventure?

Thrill of
the Chase

Instant
Status

Social
Experiences

Understanding
Shopping
Motives

Sharing
Common
Interests

Interpersonal
Attraction
3

The Importance of Involvement

Involvement Represents the Level of Importance
or Interest Generated by a Product or a Decision.

High-Involvement:
High Importance
High Information Processing
Substantial Product Differences

Low-Involvement:
Little Personal Interest
Little Information Processing
Few Product Differences
4

A Continuum of Buying Decision

Behavior

Habitual Decision
Making

Limited Problem
Solving

Extensive Problem
Solving

Low-Cost Products

More Expensive
Products

Frequent Purchasing

Infrequent Purchasing

Low Consumer
Involvement
Familiar Product Class
and Brands
Little Thought, Search,
or Time Given to
Purchase

High Consumer
Involvement
Unfamiliar Product
Class and Brands
Extensive Thought,
5
Search, and Time Given
to Purchase

Behaviour
High Involvement Low Involvement
Time Invested
Large Amount
Small Amount
Information Search
Active
Little or None
Response to Information
Critically Evaluate Passively Accept
Brand Judgements
Clear & Distinct
Vague & General
Likelihood of Brand Loyalty
Strong
Weak
Developing

The Consumer Decision Process

Need Recognition

Information Search

Evaluation of Alternatives

Purchase
7

SOCIAL AND
GROUP FORCES
Culture
Subculture
Social class
Reference groups
Family and households

PSYCHOLOGICAL
FORCES
Motivation
Perception
Learning
Personality
Attitude

INFORMATION
Commercial
sources

BUYING-DECISION PROCESS
Need recognition
Identification of alternatives

Evaluation of alternatives
Social sources

Purchase and related decisions

Postpurchase behavior

SITUATIONAL
FACTORS
When
consumers buy
Where
consumers buy

Why consumers
buy
Conditions
under which
8
consumers buy

Evaluation of Alternatives
All
Alternatives

Evoked Set

Inert Set

Inept Set

Actively
Considered

Aware of, But

Would Not Buy

Not Entering
Consideration

Retrieval
Set

Prominent
Products in
Environment

Social Influences
Culture
Subculture
Social Class

Organizations

Reference
Groups

Family

Media

Individual
Consumers
10

The Purchase Environment

In-Store Decision Making
Many purchases are influenced by the store environment
and contribute to:
Spontaneous/Unplanned Buying - result from time
pressures or reminders.
Impulse Buying - sudden urge to purchase.
Point-of-Purchase stimuli (POP) is increasingly popular and
sophisticated and includes:
In-Store Displays that dispense products and/or coupons.
Salesperson
An important factor who attempts to influence the buying
behavior of the customer through:
Resource Exchange, What do I get from the
salesperson?
11
Sales Interaction through Identity Negotiation.