SHOPPING, BUYING,EVALUATING & DESPOSING By Solomon

SHOPPING, BUYING,
EVALUATING AND
DISPOSING
Prepared By Ahmed Samir

Helmut’s VW Story

INTRODUCTION
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Helmut’s dilemma highlights the importance of the purchase situation and the post-purchase evaluation.
On top of this, the experience of service linked to the act of purchasing and evaluating the purchase play central roles.
Making a purchase is often not a simple, routine matter of going to a shop and choosing something.
Consumer’s choices are affected by many personal factors, such as mood, time pressure and the particular situation or context for which the product is needed.
In some situations, like the purchase of a car or a home, the salesperson or the reference group play a pivotal role in the final choice. And today people are using the Web to arm themselves with product and price information before they even enter a car dealership or a shop.

Issues related to purchase and post-purchase activities

ANTECEDENT STATES

• Situational effects:.
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Mood: Moods can be affected by store design, the weather or other factors specific to the consumer. In addition, music and television programming can affect mood

ANTECEDENT STATES

• Situational effects:.
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Consumption situation: is defined by factors over and above characteristics of the person and of the product. Common sense tells us that people tailor their purchases to specific occasions or that the way we feel at a specific time affects what we feel like buying or doing.

This Burberry ad shows the situational context for the consumption of their products, notably in social settings and by upper class, young adult consumers.

ANTECEDENT STATES
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Situational segmentation:
By systematically identifying important usage situations, market segmentation strategies can be developed to position products that will meet the specific needs arising from these situations.

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Example of how situations can be used to fine-tune a segmentation