Consumption, satisfaction, divestment
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This document discusses different aspects of consumption, satisfaction, and divestment. It outlines various options for consumption after purchase, including immediate use, short-term storage, long-term storage, or aborting consumption. It also discusses buyer's regret and different types of consumption research focused on profit or postmodern perspectives. The document then examines post-consumption evaluation and satisfaction, including customer expectations and the expectancy disconfirmation model. Finally, it briefly introduces different options for divestment after consumption.
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Post purchase behavior
Post-purchase dissonance is doubt or anxiety experienced after making a difficult purchase decision. Factors like the number of alternatives considered and substitutability of options can influence dissonance. Consumers may also regret purchases if the product fails to meet expectations or they find out foregone alternatives were better. Approaches to reduce dissonance include increasing desirability of the chosen brand and decreasing desirability of rejected brands. Satisfaction depends on expectations; focusing on satisfying customers totally is important for loyalty rather than immediate repurchase. Dissatisfied customers may still repurchase due to lack of alternatives, while satisfied customers may switch seeking better options.
Post Purchase Consumer Behaviour
1) After making a purchase, consumers may experience post-purchase dissonance or doubts about their decision. They will seek information to justify their choice and reduce these doubts.
2) Most purchases are followed by product use. How the product is used and disposed of is evaluated by the consumer. Satisfaction depends on whether expectations are met or exceeded by the product's performance.
3) Post-purchase actions include repeat purchases, brand switching, or discontinuing use, depending on the consumer's level of satisfaction. Marketers should monitor post-purchase behavior and satisfaction to improve products, marketing, and customer retention.
Post purchase consumer behaviour
The document discusses post-purchase consumer behavior, including the stages of post-purchase satisfaction and dissatisfaction. It describes how after making a purchase, consumers will evaluate whether they are satisfied or dissatisfied based on if the product meets their expectations. If satisfied, they may become repeat customers, but if dissatisfied they may switch brands, spread negative word-of-mouth, or take actions like complaining or legal action. The document includes a flow chart outlining potential post-purchase behaviors and responses to satisfaction and dissatisfaction.
Consumer behavior part 1 purchasing process and consumer as decision maker ...
Join AIPMM Anthropologist Paula Gray for her 3 part, in depth webcast series on consumer behavior. Part 1 is all about the product purchasing process.
What drives a person's decision to purchase a product? All purchase decisions are made by people, either an individual or a group, but always people. This is one of the most crucial human behaviors to understand as a product manager and as a product marketer. Whether it’s in the design of a new product or keeping a current one competitive, understanding why your customers buy will help you stay ahead.
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This document provides an overview of key concepts in buyer behavior and marketing strategy, as discussed in the book "Buyer Behavior in Marketing Strategy" by John A. Howard. It defines consumer behavior and outlines several important models and concepts, including product categories, the product life cycle (PLC), and the customer decision model (CDM). It also discusses problem solving approaches, complex consumer factors, and provides some critique of generalizations and outdated examples used in the book. While noting limitations, it acknowledges the book's practical implications and interdisciplinary approach involving psychology.
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1) After making a purchase, consumers may experience post-purchase dissonance or doubts about their decision. They will seek information to justify their choice and reduce these doubts.
2) Most purchases are followed by product use. How the product is used and disposed of is evaluated by the consumer. Satisfaction depends on whether expectations are met or exceeded by the product's performance.
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You can use this information to inform your marketing strategy, create more relevant messaging and improve your social media strategy. This information is relevant for both tangible goods and intangible services.
Equip yourself with the tools and knowledge for a deep understanding of what drives people through the purchase process.
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Consumer behavior is the study of how, why, when, and where people buy products. It draws from psychology, sociology, anthropology, and economics to understand individual and group decision making. Factors like culture, social class, motivation, learning, and attitudes influence the consumer decision process of need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Understanding consumer behavior helps firms improve marketing efforts to better satisfy consumer needs.
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No Cookies, No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Data-Driven Personalization: Build a Competitive Advantage by Knowing Your Customers Better Than Your CompetitionAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
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- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
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How To Navigate AI - The Future is Yours to Define - Tim HaydenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameEtsy Marketing Guide - Tips For Selling Digital Products
This guide is for those who are selling digital products on Etsy platform.
Mastering Your Online Visibility - Fernando Angulo
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Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
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Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
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Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
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Consumption, satisfaction, divestment
- 2. Consumption The act of purchase is normally followed by consumption or use. Evaluation continues into the act of consumption by a satisfaction/dissatisfaction response. The probability of repurchase is determined at this point
- 3. Options for consumption • Usage at the earliest convenient opportunity • Short-term storage in anticipation of a later usage opportunity • Long-term storage with no specific or anticipated use in mind • Abort consumption process
- 4. Buyer’s Regret Post decision doubt (dissonance) • A certain threshold of dissonancemotivated tension is surpassed • The action is irrevocable • There are other unchosen alternatives with qualitatively dissimilar but desirable attributes • The choice is made entirely by free will, without any compulsion
- 5. Consumption Research • Profit Motivated Consumption Research • Post-Modern Consumption Research
- 6. Profit Motivated Consumption Research To find ways to attract new customers and trigger a buying response
- 7. Post-Modern Consumption Research • Sacred Consumption • Profane Consumption • Compulsive consumption
- 8. Post-Consumption Evaluation • The Customer Satisfaction/Dissatisfaction response • Implications – inducting new customers, customer retention, competitive role in product/service quality
- 9. Satisfaction A post-consumption evaluation that a chosen alternative at least meets or exceeds expectations
- 10. Categories of consumer expectations • Equitable performance – normative judgement of consumer of product performance given the costs and efforts taken to purchase and use • Ideal performance – the optimum or hoped for performance level • Expected performance – probably will be what the performance
- 11. Expectancy Disconfirmation Model -Richard Oliver The CS/D response takes one of 3 forms • Positive Disconfirmation – Performance is better than expected • Simple Confirmation – as per expectations • Negative Disconfirmation – worse than expectations
- 12. Divestment • Outright disposal • Recycling • Remarketing