MKT 230 Chapter Notes - Chapter 10: Total Quality Management, Identity Negotiation
Document Summary
Colours/lighting, scents, and sounds/music affect time spent in tore as well as spending habits: ex: bright flat lighting= more clothing sales. In-store decision-making summary spontaneous shopping consists of: unplanned buying: reminded to buy something impulse buying: sudden, irresistible urge to buy. Point-of-purchase pop can be an elaborate product display or demonstration, a coupon-dispensing machine, or even someone giving out free samples: pepsi changes pop can design, shoppers end signs, coors light sports labels. Exchange theory: every interaction involves an exchange of value. Dyadic relationship between buyer/seller identity negotiation salespersons" styles differ. Or dissatisfaction (cs/d) is determined by attitude about a product after purchase. Marketers constantly on lookout for sources of consumer dissatisfaction consumers form beliefs of product quality based on prior performance. There are 3 ways: voice response: appeal to retailer directly, private response: express dissatisfaction to friends or boycott store, third-party response: legal action.
