Post Purchase Consumer Behaviour, cognitive dissonance

1. POST PURCHASE CONSUMER BEHAVIOUR How does the buyer make purchasing decisions? THE BUYING DECISION PROCESS: THE FIVE-STAGE MODELProblem RecognitionInformation SearchEvaluation of AlternativesPurchase Decisions Post-Purchase Behavior

2. Post-Purchase Behavior: After the purchase, the consumer might experience dissonance about their purchase and be alert to information that supports their decision. Marketing communications should supply beliefs and evaluations that reinforce the consumer’s choice and help him or her feel good about the brand. Marketers must monitor post-purchase satisfaction and post-purchase actions.

3. PURCHASE POSTPURCHASE DISSONANCE NONUSE USAGE PRODUCT DISPOSAL COMPLAINT BEHAVIOUT EVALUATION SATISFACTION REPEAT PURCHASE DISCONTINUE USE BRAND SWITCHING INCREASED USE COMMITTED CUSTOMER POST PURCHASE CONSUMER BEHAVIOUR

5. Performance risk

6. Physical risk (wear-out)

7. High financial commitment

8. High involvement level

9. High social visibility

10. Discrepant information

11. Insufficient time to evaluate Did I Do the Right Thing? ** Dissatisfied customers communicatemore negative word of mouth than satisfied customers communicating positive word of mouth. POST PURCHASE CONSUMER BEHAVIOUR

12. PURCHASE POSTPURCHASE DISSONANCE NONUSE USAGE But, most of the purchases are followed by product use, even if post-purchase dissonance is present.

13. PURCHASE POSTPURCHASE DISSONANCE NONUSE USAGE PRODUCT DISPOSAL COMPLAINT BEHAVIOUT EVALUATION Product use often requires the disposition of the product package or the product itself. During, and after use, the purchase process and the product are evaluated by the customer. Unsatisfactory evaluations may produce complaints by those consumers. Appropriate responses by the firm may reverse the initial dissatisfaction among those who complained POST PURCHASE CONSUMER BEHAVIOUR

14. PURCHASE POSTPURCHASE DISSONANCE NONUSE USAGE PRODUCT DISPOSAL The result of all these responses by the firm level of satisfaction, which in turn in a loyal, committed customer, one who is willing to repurchase, or a customer who switches brands or discontinues using the product category. COMPLAINT BEHAVIOUT EVALUATION SATISFACTION REPEAT PURCHASE DISCONTINUE USE BRAND SWITCHING INCREASED USE COMMITTED CUSTOMER POST PURCHASE CONSUMER BEHAVIOUR

16. Importance of decision to customer.

17. Difficulty of choosing among the alternatives.

20. Non-use can indicate:

21. the perception that the utility of the product has changed.

23. Consumers use products to fulfill needs - it is not the purchase which generally fulfills the need, but the product use.

24. It is of importance to know how the customer uses a product..

25. Satisfaction = Benefits - expectations

26. To increase satisfaction, it is imperative that consumers receive maximum possible benefits.

27. Need for consumers to use a product so that

28. actual usage = ideal usage (to yield maximum level of benefits)

30. New uses for existing products.

31. Needed product modifications.

32. Appropriate advertising themes.

34. Match product to needs of consumer

35. Focus on benefits, product, packaging, promotion, warranties, return policies, credit, installations, service etc.

37. Research, pay attention to advt.

38. Show purchase to friends to get good response.

39. Trivializing purchase.

40. Increase the desirability of the brand purchased.

41. Decrease the desirability of the brand rejected.

42. Decrease the importance of the purchase decision.

44. Physical product

45. Packaging

46. Promotional material

47. When consumer finds items no longer useful

50. Satisfaction generally occurs when the use of the product fulfills the expectations of meeting instrumental and symbolic needs.

52. Existing consumers take no action to re-purchase.

53. Existing consumers switch to competitor brands/stores.