Chapter 11 Consumers in Situations End of Chapter Material Review Questions (*) Indicates material on prep cards. How does a travel situation influence the value of certain things? List at least five considerations that might shape value for a traveling consumer. Answer: Some students of the considerations that students may sight are as follows: Is the consumer getting reimbursed (3rd party payer)? What time of year is it? What are the economic conditions like? Does the business accept credit cards? How much time is the consumer spending in a location? What is the exchange rate? Is the consumer traveling alone? What are the three main categories of situational influences on consumers? Answer: The three main categories of situational influences on consumers include time, place, and conditions. What are temporal factors in CB? Answer: Temporal factors are situational characteristics related to time such as the time of day, time of year, circadian cycle, etc. List three ways in which time pressure influences consumer behavior. Answer: First, when time is scarce, consumers process less information because time is a critical resource necessary for problem solving. Second, consumers experiencing time pressure are more likely to rely on simple choice heuristics than are those in less-tense situations. Thus, rather than deciding which restaurant option is more nutritious, the consumer simply chooses the fastest option. Often, this means relying on habit. Third, time pressure can switch a consumer’s orientation from hedonic to utilitarian. Consider a highly involved shopper. This consumer would ordinarily enjoy taking time leisurely enjoying the shopping activity. What is the concept of advertiming? Is advertiming a good thing for marketers and for consumers? Answer: Companies occasionally buy advertising with a schedule that runs the advertisement primarily at times when customers will be most receptive to the message. Advertiming also can be based on seasonal patterns or even on day-to-day changes in the weather. The second part of the question should generate discussion to prompt students to consider the benefits and detriments of advertiming. Some students may form the opinion that advertiming is just another marketing ploy to generate sales; therefore, only marketers would win. Other students may form the opinion that advertiming allows consumers to satisfy their desires and receive value from timely purchases; therefore, both marketers and consumers win. Define shopping. What are the two key dimensions of PSV? Answer: Shopping can be defined as the set of value-producing consumer activities that directly increase the likelihood that something will be purchased. The two key dimensions of personal shopping value are utilitarian shopping value and hedonic shopping value. How might circadian cycles influence shopping value? Answer: Circadian cycles refer to the natural body rhythm that goes through the hours of the day. If a consumer goes shopping during one of the low energy periods (sleeping times), he or she may not be able to extract hedonic shopping value out of the experience and may even be inefficient in completing shopping tasks. What are the four different types of shopping activities discussed in the chapter? Answer: Exhibit 11.2, in the text, describes how value types might vary across different types of shopping activities. The different types of shopping activities are: Acquisitional shopping—these activities carry predominantly utilitarian value, although acquisitional shopping does not rule out hedonic value. Epistemic shopping—these activities could provide either or both types of value depending largely on whether consumers have ongoing or situational involvement in the category. Experiential shopping—these activities are oriented toward hedonic value based on the role of the experience itself. Impulsive shopping—heightened emotion is associated with hedonic shopping value, but it does not rule out utilitarian value based on what might be purchased. A website can be designed to cater specifically to each value type based on the relative degree of functional versus affective qualities. The chapter contains a list of items that can influence impulse purchases. By building in some of these factors (e.g., making payment easy), websites can cater to impulsive buyers while also facilitating acquisitional shoppers. However, factors that may heighten the shopping experience, such as games or animations, may distract from acquisitional shopping value. What is reversal theory and how might it be illustrated in common consumer shopping situations? Answer: Reversal theory explains how environmental elements can lead to near 180 degree changes in shopping orientation. For example, a consumer intending to run into the store just to pick up one item may encounter an upbeat and exciting atmosphere which reverses the orientation from acquisitional to experiential or even impulsive shopping. What are the key distinctions between impulse, unplanned, and compulsive consumer behaviors? Answer: Atmosphere is the effect of the retail environment, and perceptions of the environment stimulate thoughts. The thoughts evoke feelings that influence behavior, and this consumer behavior generates value. For example, a consumer on vacation at Disneyworld’s Magic Kingdom has thoughts shaped by the festive atmosphere. These thoughts shape the consumer’s feelings, and these feelings make the consumer more likely to purchase a souvenir item (e.g., T-shirt, décor item, hat). Answer the following questions: (A) The term that describes what retailers are trying to provide to consumers when they put forward effort specializing in creating a unique environment, an impressive décor, friendly employees, and pleasant emotions? (B) When the approach in part A is a major part of the company’s positioning strategy, which of the “qualities” of the environment is being emphasized? Answer: (A) High hedonic shopping value (B) Affective quality (A) The term that describes what retailers are trying to provide to consumers when they put forward effort specializing in creating a unique environment, an impressive décor, friendly employees, and pleasant emotions is "Experiential Retailing" or "Experiential Marketing." (B) When the approach in part A is a major part of the company’s positioning strategy, the "quality" of the environment being emphasized is "Atmospherics" or "Store Atmosphere." This encompasses the overall ambiance, aesthetics, and emotional appeal of the retail environment. What is impulsivity? Answer: Impulsivity is a personality trait that represents how sensitive a consumer is to immediate rewards. Define atmosphere. List local dining establishments with unique atmospheres. What qualities make them unique? Are the restaurants distinguished more by functional or affective qualities? Answer: In consumer behavior, atmospherics refers to the emotional nature of an environment or, more precisely, to the feelings created by the total aura of physical attributes that comprise the physical environment. The second part of the question prompts students to elaborate on the difference between the functional and affective qualities of environments by describing familiar eating establishments. For example, Lambert’s Café, “home of the throwed rolls,” provides a humorous and upbeat atmosphere that adds to the value of the dining experience. Lambert’s Café has functional restrooms but no waiting lounge. Jokes are written on the floor, on walls, on rocking chairs, and on tables on the porch. If students have difficulty producing examples, you might contrast something like a Denny’s with a Hooters restaurant. List at least three ways in which social influences affect consumer behavior. Answer: Social influences affect consumer behavior in the following ways: An environment can be so crowded that a shopper becomes distressed and leaves without finishing the shopping experience. The distress lowers any potential hedonic value. If the originally intended items are not purchased, utilitarian value is also lowered. An environment can also contain so few consumers that it becomes boring and potentially uncomfortable for a consumer to enter. If a consumer were the only one in a hair salon at a large mall, he or she may feel that the quality may not be high and also feel too much like the object of attention. The number and type of salespersons can also influence consumers. More salespeople are generally associated with more purchasing. Salespeople should also look and act appropriately for the type of sales setting. Attractive others can cause upward social comparisons that diminish the value or products and lower the chance of purchase. This is particularly true when the attractiveness has little to do with the value being delivered. Other shoppers can also influence consumers. Shopping buddies, for example, are usually associated with increased purchasing. What kinds of colors are most likely to be associated with consumer perceptions of high-quality goods? Answer: Cool colors generate quality perceptions—particularly blue—the chapter discusses research contrasting the effects of colors and other cues like lighting and music on quality perceptions and price perceptions. This question can generate a lot of discussion among students about the effects of colors like blue versus red. What is meant by antecedent conditions? How do they shape the value of objects? Answer: Antecedent conditions refer to situational characteristics that a consumer brings to a particular information-processing, purchase, or consumption environment. They can shape value in a situation by framing the events that take place. They include economic resources, consumer orientation, mood. Other shoppers can also influence consumers. Shopping buddies, for example, are usually associated with increased purchasing. How does the economic condition dealing with how a consumer pays for a transaction influence purchase behavior? Answer: When consumers use cash they are more price sensitive than when using credit cards. In fact, the easier it is to charge something on a credit card, such as with the sensor tags (RFID) type credit cards that do not require a swipe or by storing a number with something like Paypal, consumers become more likely to spend more than the similar cash customer. Group Activity 1. *Assign each member of your team to visit a local hypermart at different times of the day. Make sure at least one member is assigned to each of these hours: 8 AM, 11 AM, 2 PM, 6 PM, 11 PM, and 3 AM. Observe the following: A. Approximately how full is the parking lot? B. On average, how full are the shopping carts of customers? C. On average, how friendly do the other shoppers seem? D. How many cash registers are open for transactions? Try to apply the circadian cycle in explaining differences in behavior. Prepare a brief presentation for the class. Answer: The students should comment on whether the behavior of the shoppers seems consistent with the circadian cycle or not. If the behavior of consumers seems sluggish at times like 3 AM, then the observations are consistent. This group activity aims to observe and analyze the behavior of shoppers at a local hypermart at different times of the day. Here's how you can organize the activity and prepare a brief presentation for the class: 1. Assign Team Members: Divide the team into groups, with each group assigned to visit the hypermart at different times of the day: 8 AM, 11 AM, 2 PM, 6 PM, 11 PM, and 3 AM. Ensure that each time slot is covered to capture a comprehensive view of shopper behavior throughout the day. 2. Observation Parameters: A. Parking Lot: Observe and note approximately how full the parking lot is at the assigned time. B. Shopping Carts: Assess the average fullness of shopping carts among customers in the store. C. Shopper Friendliness: Gauge the friendliness of other shoppers based on interactions and demeanor. D. Cash Registers: Count the number of cash registers open for transactions and note any lines or congestion. 3. Apply Circadian Cycle: Consider how human behavior varies throughout the day according to the circadian rhythm. For example: • In the morning (8 AM), shoppers may be focused on quick errands or grocery runs before work, leading to a less crowded parking lot and fewer filled shopping carts. • During peak hours (11 AM and 2 PM), the parking lot may be fuller, and shopping carts may be more heavily loaded as people stock up on groceries or run errands during lunch breaks. • In the evening (6 PM), shoppers may visit after work, resulting in increased traffic, longer lines at cash registers, and a mix of tired and hurried shoppers. • Late-night visits (11 PM and 3 AM) may show fewer shoppers overall, but those present may be focused on specific purchases or shopping in a more relaxed atmosphere. 4. Presentation Preparation: • Compile the observations and data collected by each team member. • Organize the presentation to include a brief overview of the hypermart visit at each time slot, highlighting key observations and trends. • Discuss the implications of the circadian cycle on shopper behavior and the operation of the hypermart. • Conclude with recommendations or insights for the hypermart based on the observations made. 5. Presentation Delivery: • Each team member presents their findings and observations to the class, focusing on the assigned time slot. • Encourage discussion and reflection on how shopper behavior varies throughout the day and its implications for retail operations. By conducting this group activity and preparing a presentation, students can gain valuable insights into how shopper behavior fluctuates over the course of a day and the factors that influence their purchasing decisions. 2. Discuss the following issues in your team. What characteristics can be used to encourage unplanned and/or impulse purchases? Is it morally right or ethical to take steps to encourage unplanned or impulse purchases? Prepare a short essay defending your choice. Answer: Exhibit 11.5 provides the list of factors that can encourage impulsive consumer behavior, including purchasing behavior. While students may develop various opinions, one key point is that both unplanned and impulsive shopping and consumer behavior are viewed as relatively harmless compared with compulsive consumer behavior. Because of the relative lack of harm, it may be easier to argue that neither is morally wrong. Encouraging unplanned and impulse purchases is a common practice in retail marketing, as it can increase sales and revenue for businesses. However, there are ethical considerations surrounding the tactics used to promote such purchases. Firstly, let's discuss the characteristics that can be used to encourage unplanned and impulse purchases: 1. Visual Merchandising: Creating visually appealing displays and product placements can catch the shopper's eye and prompt them to make spontaneous purchases. 2. Limited-Time Offers: Offering limited-time promotions or discounts can create a sense of urgency and encourage shoppers to make impulsive buying decisions to take advantage of the deal. 3. Product Placement: Placing items strategically near checkout counters or in high-traffic areas can increase the likelihood of impulse purchases as customers wait in line or pass by. 4. Cross-Selling and Upselling: Recommending additional items or upgrades to complement a customer's purchase can lead to unplanned add-on sales. 5. In-Store Promotions: Hosting in-store events or demonstrations can attract customers and spur unplanned purchases as they explore the store. Now, let's address the ethical considerations: Encouraging unplanned and impulse purchases can be seen as manipulative or exploitative if done in a way that takes advantage of consumers' vulnerabilities or promotes unnecessary spending. It's essential for businesses to consider the impact of their marketing tactics on consumer well-being and to uphold ethical standards in their practices. However, it's not inherently unethical to encourage unplanned purchases if it's done transparently and responsibly. Businesses can employ strategies to promote impulse buys while still respecting consumer autonomy and providing value to customers. For example, offering limited-time promotions can create a sense of excitement and reward for customers without pressuring them to make rash decisions. Visual merchandising techniques can enhance the shopping experience and inspire customers to discover new products they may not have considered otherwise. Ultimately, the key lies in striking a balance between encouraging unplanned purchases and ensuring ethical business practices. Businesses should prioritize building trust with their customers, providing valuable products and services, and respecting consumer rights and preferences. In conclusion, while encouraging unplanned and impulse purchases is a common practice in retail marketing, it's essential for businesses to approach it ethically and responsibly. By employing transparent and customer-focused strategies, businesses can drive sales while maintaining integrity and trust with their customers. Assignments For the next questions, take a field trip to a lifestyle shopping center or shopping mall and use the observations made there to come up with answers. *Observe the behavior of the shoppers going to and from stores. In general, how would you characterize their movements and appearance: A. Hurried or relaxed? B. Distracted or focused? C. Continuing the shopping trip or heading to the exits? D. Alone or with others? E. Empty-handed or with hands full with purchases? Note the time of day, week and month. How do you believe temporal situational influences are playing a role in consumers’ behaviors as you described using the points above. Answer: This question has no specific answer. It provides an opportunity for them to consider the various temporal effects and how they may change the demeanor of customers. For instance, if it is near closing time, customers will probably be in a hurry to get finished—to get some utilitarian value before the stores close. If it is lunchtime, again, consumers should be hurried because they have to get back to work, etc. To effectively answer this question, let's analyze each aspect based on observations made during a field trip to a lifestyle shopping center or shopping mall: A. Hurried or relaxed? • During peak hours such as weekends or evenings, shoppers may appear more hurried as they navigate through crowded walkways and try to cover multiple stores. On the other hand, during weekdays or quieter times, shoppers may exhibit a more relaxed pace as they leisurely browse and explore the stores. B. Distracted or focused? • Shoppers may appear distracted during peak hours or busy periods when there are numerous stimuli vying for their attention, such as promotional displays, advertisements, and crowds. In contrast, during quieter times, shoppers may exhibit more focused behavior as they have fewer distractions and can concentrate on their shopping objectives. C. Continuing the shopping trip or heading to the exits? • The decision to continue shopping or head to the exits can vary depending on factors such as time of day, week, and month. During peak shopping periods like weekends or holidays, shoppers may be more inclined to continue their shopping trip and explore additional stores or take advantage of promotions. Conversely, during quieter times or at the end of the day, shoppers may be more likely to head to the exits once they have completed their shopping. D. Alone or with others? • Shoppers may be observed both alone and with others, depending on individual preferences and social dynamics. During weekdays or off-peak hours, shoppers may be more likely to shop alone, while weekends or evenings may see more groups of friends or family shopping together. E. Empty-handed or with hands full with purchases? • Shoppers' hands may vary from being empty to full with purchases based on their shopping objectives and the stage of their shopping trip. During the initial stages of shopping, shoppers may be observed with empty hands as they browse and explore stores. As their shopping trip progresses and they make purchases, their hands may become increasingly full with bags or items. Temporal situational influences play a significant role in consumers' behaviors observed during the field trip: • Time of day: Peak hours, such as weekends or evenings, may see hurried and distracted shoppers who are actively continuing their shopping trip and may have full hands with purchases. In contrast, quieter times may witness more relaxed and focused shoppers who may be alone or with others, and may be heading towards the exits with empty hands or minimal purchases. • Week and month: Weekends and holidays may attract more shoppers who are continuing their shopping trip and may be with others, while weekdays may see more solo shoppers who are focused on specific purchases. Additionally, towards the end of the month, shoppers may be more hurried as they make last-minute purchases before payday or the end of a promotional period. By considering these temporal situational influences, we can better understand how consumer behaviors vary based on the time of day, week, and month, and tailor marketing strategies and retail experiences accordingly. How do you believe characteristics of the shopping center (the place) are playing a role in the behaviors noted in the previous question? Answer: As above, there is no correct answer other than recognizing some of the atmospheric elements. A list is provided in Exhibit 11.7 (such as employees, parking, selection, color, lights, music, odor, crowds, etc). They will learn by considering the role atmospheric elements play in shaping behavior. The characteristics of the shopping center or mall undoubtedly play a significant role in shaping the behaviors observed among shoppers. Here's how these characteristics may influence consumer behavior: 1. Layout and Design: The layout and design of the shopping center can impact the flow of foot traffic and how shoppers move throughout the space. For example, an open-concept layout with wide walkways may encourage a more relaxed and leisurely pace, while narrow corridors or crowded spaces may lead to hurried and distracted behavior as shoppers navigate through the center. 2. Store Placement and Signage: The placement of stores and signage within the shopping center can influence shoppers' attention and focus. Prominent signage or displays may draw shoppers' attention and encourage them to explore certain stores or areas, leading to focused behavior. Conversely, poor signage or hidden entrances may result in distraction or frustration among shoppers. 3. Amenities and Facilities: Amenities such as rest areas, seating, and food courts can impact shoppers' comfort and overall experience. A well-designed and comfortable environment may encourage shoppers to linger longer, while inadequate amenities or uncomfortable seating may prompt them to move quickly through the center. 4. Retail Mix and Offerings: The mix of retail stores and offerings within the shopping center can attract specific demographics of shoppers and influence their behavior. For example, a center with a diverse range of stores catering to different interests and preferences may attract a broader demographic of shoppers and encourage them to explore multiple stores. 5. Ambiance and Atmosphere: The overall ambiance and atmosphere of the shopping center, including factors such as lighting, music, and cleanliness, can impact shoppers' mood and behavior. A welcoming and pleasant atmosphere may encourage relaxed and enjoyable shopping experiences, while a noisy or chaotic environment may lead to distraction or discomfort among shoppers. 6. Security and Safety: Shoppers' perception of security and safety within the shopping center can influence their behavior. A well-lit and secure environment may foster a sense of trust and confidence among shoppers, encouraging them to spend more time exploring stores and making purchases. Conversely, concerns about safety or security may lead to hurried behavior as shoppers seek to complete their shopping trip quickly. Overall, the characteristics of the shopping center play a multifaceted role in shaping consumer behavior, influencing factors such as pace, focus, comfort, and overall shopping experience. By understanding and optimizing these characteristics, shopping center operators and retailers can create environments that enhance the shopping experience and encourage positive consumer behaviors. What are the four categories of shopping activities described in the chapter? Thinking of each category as a unique shopping orientation, what percentage of shoppers that you observed do you believe fall into each category? Answer: The four categories are shown on Exhibit 11.2: acquisitional, epistemic, experiential, impulsive. Beyond this, the students should learn by trying to match observations up with categories. For instance, are shoppers displaying impulsive characteristics? The four categories of shopping activities described in the chapter are: 1. Acquisitional Shopping: This involves purchasing specific items or products that fulfill a particular need or desire. It's characterized by a focused and task-oriented approach to shopping. 2. Experiential Shopping: This type of shopping focuses on the enjoyment and exploration of the shopping process itself. It involves seeking out unique and enjoyable shopping experiences rather than solely focusing on making purchases. 3. Impulsive Shopping: Impulsive shopping occurs when consumers make unplanned and spontaneous purchases, often influenced by immediate desires or emotions rather than rational decision-making. 4. Epistemic Shopping: This involves gathering information and learning about products or services without necessarily intending to make an immediate purchase. It's characterized by a curiosity-driven approach to shopping and a desire for knowledge. In terms of the percentage of shoppers observed falling into each category, it would vary depending on factors such as the time of day, the type of shopping center or mall, and individual shopper preferences. However, based on general observations: 1. Acquisitional Shopping: This category may encompass a significant portion of shoppers, particularly during peak hours or busy shopping periods when people are focused on completing their shopping lists or fulfilling specific needs. I would estimate around 40-50% of shoppers fall into this category. 2. Experiential Shopping: While experiential shopping may be less common than acquisitional shopping, it's still an important category, especially among shoppers who visit lifestyle shopping centers or malls seeking enjoyable and immersive shopping experiences. I would estimate around 20-30% of shoppers fall into this category. 3. Impulsive Shopping: Impulsive shopping may occur among a smaller subset of shoppers but can still be observed, particularly during sales events, promotions, or when shoppers encounter compelling displays or offers. I would estimate around 10-20% of shoppers fall into this category. 4. Epistemic Shopping: Epistemic shopping may be less noticeable than other categories, as it often involves browsing, researching, and gathering information rather than making immediate purchases. However, it's still a relevant category, especially among shoppers who value knowledge and exploration. I would estimate around 10-20% of shoppers fall into this category. These percentages are rough estimates and may vary depending on various factors. However, they provide a general idea of how different shopping orientations may be distributed among shoppers observed during a field trip to a shopping center or mall. While at the center, did you buy anything? If so, would you characterize the purchase as the result of impulsive shopping? Were the stores trying any approaches to encourage impulse purchases? Or, was your shopping behavior better matched to some other type of shopping? Answer: This should be great to discuss in class. The students should compare their own behavior to the characteristics of impulsive behavior (see Exhibit 11.3 (spontaneous, emotional, diminished regard for consequences)—alternatively, if something was purchased they may say it was just unplanned (situational, spontaneous, utilitarian). If I were to make a purchase at the shopping center, whether it could be characterized as impulsive shopping would depend on various factors. For example, if I were to buy something that I hadn't planned to purchase before entering the store, influenced by a sudden desire or emotion, it could be considered an impulse purchase. Stores often employ various approaches to encourage impulse purchases, such as: 1. Strategic Product Placement: Placing tempting or high-margin items near checkout counters or in prominent display areas where they are more likely to catch shoppers' attention. 2. Limited-Time Offers: Offering time-limited promotions or discounts that create a sense of urgency and encourage shoppers to make spontaneous purchases. 3. In-Store Demonstrations or Samples: Providing free samples or demonstrations of products to entice shoppers and stimulate their interest in making a purchase. 4. Cross-Selling and Upselling: Recommending additional items or upgrades at the point of sale to increase the value of the transaction and prompt impulse purchases. 5. Eye-Catching Displays: Creating visually appealing displays or signage that draw shoppers' attention and spark their curiosity about certain products. If my shopping behavior aligned with one of the other types of shopping described earlier (acquisitional, experiential, or epistemic), it would indicate that my purchase was more intentional and planned rather than impulsive. For example: • If I entered the store with a specific shopping list and focused on finding those items, my behavior would be more aligned with acquisitional shopping. • If I spent time exploring different stores, enjoying the atmosphere, and seeking out unique shopping experiences without a specific agenda, my behavior would align more with experiential shopping. • If I spent time researching products, comparing prices, and gathering information before making a purchase decision, my behavior would be more characteristic of epistemic shopping. Overall, whether a purchase is characterized as impulsive or not depends on the individual's mindset, intentions, and the circumstances surrounding the purchase, as well as the tactics employed by stores to encourage impulse buying. Team up with another student and try to develop a 12 item questionnaire that measures the relative degree to which a shopper is usually (a) acquisitional, (b) epistemic, (c) impulsive, or (d) experiential. Discuss and compare your questionnaire with those of the other teams. Do you believe that online shopping as a situation might cause a consumer to switch their tendency? Answer: Again, a good discussion exercise both within the team and between teams in class. They should use the characteristics associated with each type in developing an answer. Research shows that consumers tend to be more oriented toward utilitarian value when shopping online. Thus, experiential shoppers may be more acquistional or epistemic online. However, there is no reason that everybody would react the same way and the discussion should be insightful. Creating a questionnaire to measure shopping orientations requires careful consideration of the key characteristics and behaviors associated with each type of shopper. Here's a suggested 12-item questionnaire: 1. When you go shopping, how often do you stick to a specific list of items you need to purchase? • Never • Rarely • Sometimes • Often • Always 2. How much time do you spend researching products or comparing prices before making a purchase? • None • A little • Some • A lot • A great deal 3. Do you often find yourself making unplanned purchases while shopping? • Never • Rarely • Sometimes • Often • Always 4. How important is it for you to have a unique and enjoyable shopping experience? • Not important at all • Slightly important • Moderately important • Very important • Extremely important 5. When you see a limited-time offer or discount, how likely are you to make a spontaneous purchase? • Very unlikely • Unlikely • Neutral • Likely • Very likely 6. How often do you browse stores and explore products without the intention of making a purchase? • Never • Rarely • Sometimes • Often • Always 7. When you shop, do you tend to focus more on the experience and enjoyment rather than the specific items you need to buy? • Never • Rarely • Sometimes • Often • Always 8. Do you frequently buy items that you later realize you didn't really need? • Never • Rarely • Sometimes • Often • Always 9. How likely are you to try new products or brands, even if you're not familiar with them? • Very unlikely • Unlikely • Neutral • Likely • Very likely 10. How often do you make impulse purchases based on emotional reactions rather than logical reasoning? • Never • Rarely • Sometimes • Often • Always 11. Do you enjoy exploring different stores and discovering unique or interesting products? • Not at all • Slightly • Moderately • Very much • Extremely 12. How often do you plan your shopping trips in advance, considering factors like store locations and opening hours? • Never • Rarely • Sometimes • Often • Always This questionnaire assesses various aspects of shopping behavior related to acquisitional, epistemic, impulsive, and experiential orientations. It can provide insights into an individual's predominant shopping style. As for online shopping, it can indeed influence a consumer's tendency to switch their shopping orientation: • Online shopping provides convenience and accessibility, making it easier for acquisitional shoppers to stick to their shopping lists and make planned purchases. • Epistemic shoppers may find online shopping advantageous for researching products, comparing prices, and reading reviews before making informed purchase decisions. • Impulsive shoppers may be more prone to making spontaneous purchases online, especially when exposed to limited-time offers, flash sales, or personalized recommendations. • Experiential shoppers may miss out on the tactile and sensory aspects of shopping in physical stores but can still enjoy exploring different online platforms, discovering new brands, and engaging in virtual shopping experiences. Overall, while online shopping may influence consumers' shopping tendencies, it's essential to consider individual preferences, motivations, and the specific context of the shopping situation. Chapter Video Summary To view the video case Murray’s Cheese, go to the CB companion website login.cengage.com to select this video. Murray’s Cheese At Murray Cheese, atmosphere is everything. The company prides itself on its distinctive environment, one in which customers’ needs are placed at the forefront of the retail effort. Though employees are well-informed about the various products on the shelves, the primary focus is on helping customers pick out cheeses that are the best for them. The staff is friendly and approachable and make it easier for customers to be open about their requirements. A large part of the sales in the store are initiated by customers trying out the cheeses for themselves. This helps the employees open conversations about products customers may not be familiar with, and boosts sales. With an advertising budget of $0, it’s techniques like these that create buzz, and keep customers coming in to the stores. Ask your students: What is striking about working in a retail environment? Answer: Good retailers provide a wide selection of goods, low prices, and knowledgeable employees. These are factors which emphasize the functional quality of a retail store. An impressive décor, friendly employees, and positive experience would promote a high hedonic shopping value. These are factors which emphasize the affective quality of a retail store. What is the best way to sell cheese according to Murray? Answer: The best way to sell cheese is to allow customers taste it before they buy it. Through this the salespeople get an opportunity to shape the perceptions of the customer and encourage them to experiment. How does Murray achieve a three-cheese-sale instead of the regular one-cheese-sale? What is the role of Murray’s customer service in influencing consumer decisions? Answer: Inviting customers to taste varieties that they have never tasted before certainly encourages them to be more adventurous and this translates into more buying. Also, the friendly demeanor of the salespeople encourages the customer to buy more than they actually intended to. How would you describe the shopping experience that Murray Cheese tries to create for customers? Is it experiential, impulsive, acquisitional, or epistemic? Give reasons for your answer Answer: Students might describe their experience at Murray Cheese to be experimental because it could be the first time that they are tasting so many kinds of cheeses. Murray's Cheese aims to create an experiential shopping experience for its customers. Several reasons support this characterization: 1. Engagement of the Senses: Murray's Cheese focuses on engaging multiple senses, including taste, smell, and sight. Customers are encouraged to sample various cheeses and other gourmet products, creating a sensory-rich experience that goes beyond simple acquisition. 2. Educational Opportunities: The store provides educational opportunities for customers to learn about different types of cheese, their origins, and flavor profiles. This aligns with an experiential approach, as customers can expand their knowledge and engage in a learning experience while shopping. 3. In-Store Events and Workshops: Murray's Cheese hosts in-store events and workshops where customers can participate in cheese tastings, pairings with wine or other foods, and cheese-making demonstrations. These events offer experiential opportunities for customers to explore and enjoy cheese in a social and interactive setting. 4. Atmosphere and Ambiance: The store's ambiance and atmosphere are carefully curated to evoke a sense of warmth, coziness, and hospitality. This creates a welcoming environment where customers can relax, enjoy themselves, and immerse themselves in the world of cheese. 5. Emphasis on Exploration and Discovery: Murray's Cheese encourages customers to explore and discover new cheeses and gourmet products. The store's layout and product displays are designed to facilitate discovery, inviting customers to browse and sample items at their own pace. Overall, Murray's Cheese prioritizes the experiential aspect of shopping by providing customers with opportunities to engage their senses, learn about cheese, participate in events, and explore new flavors and products. This focus on creating a rich and memorable shopping experience sets Murray's Cheese apart and aligns with the experiential shopping orientation. Does the retail personality at Murray Cheese emphasize its affective or utilitarian quality? Explain why this is necessary for the company. Answer: Students might say that Murray Cheese emphasizes on affective quality as it is a part of their branding strategy, which aims at creating a unique shopping experience for their customers. The retail personality at Murray's Cheese emphasizes its affective quality more than its utilitarian quality. Affective quality refers to the emotional and experiential aspects of the shopping experience, whereas utilitarian quality focuses on the practical benefits and functionality of the products. At Murray's Cheese, the emphasis on affective quality is necessary for several reasons: 1. Differentiation in a Competitive Market: In the highly competitive food retail industry, especially in the gourmet cheese market, differentiation is crucial. By prioritizing affective quality, Murray's Cheese distinguishes itself from competitors who may primarily focus on utilitarian aspects such as product variety or pricing. 2. Creating Memorable Experiences: Affective quality contributes to creating memorable and enjoyable shopping experiences for customers. Murray's Cheese aims to evoke positive emotions such as joy, curiosity, and satisfaction through cheese tastings, educational events, and personalized customer service. 3. Building Customer Loyalty and Engagement: Emphasizing affective quality fosters strong emotional connections with customers, leading to increased loyalty and repeat business. Customers who have positive emotional experiences at Murray's Cheese are more likely to become brand advocates and recommend the store to others. 4. Enhancing Perceived Value: Affective quality enhances the perceived value of Murray's Cheese products beyond their functional benefits. Customers are willing to pay a premium for the unique experiences, artisanal craftsmanship, and personalized attention they receive at the store. 5. Creating a Strong Brand Identity: Affective quality contributes to building a strong and distinctive brand identity for Murray's Cheese. The store's warm and inviting atmosphere, knowledgeable staff, and focus on culinary exploration reinforce its reputation as a premier destination for cheese lovers seeking memorable experiences. In summary, emphasizing affective quality aligns with Murray's Cheese's brand values and business strategy, enabling the company to differentiate itself, create memorable experiences, build customer loyalty, enhance perceived value, and establish a strong brand identity in the competitive gourmet food market. CB Scenario Video Customers at an electronics store are looking at the latest phones on display. They check out the features on a touchscreen phone, asking about the different kinds of apps that come with it. A saleswoman explains the features of a particular phone to a customer. Various phones are on display—the Apple iPhone, Samsung Nexus and Nokia N8—and this gives consumers the chance to compare their features before buying. Ask your students: What type of shopping activity would involve the buying of a mobile phone? Answer: It could be acquisitional shopping if the objective is a utilitarian one. Epistemic shopping would involve gathering more information about the product; comparing prices or features of different models. It could also be the result of impulsive shopping. Which is more important—the functional quality or the affective quality of the retailer selling the mobile phone? Answer: For a discerning shopper, both the qualities are important. Some would be of the opinion that since the object is only a mobile phone, the functional quality of the store is what is important. Students may also prefer buying the phone through an online retailer. Solution Manual for CB Consumer Behaviour Barry J. Babin, Eric G. Harris 9781305403222, 9781305577244
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