The document discusses the post-purchase behavior of consumers. It describes how after making a purchase, consumers may experience cognitive dissonance or doubts about their purchase decision. They will then seek information to reinforce their decision. The document also notes that marketers should monitor post-purchase satisfaction and behavior to understand usage patterns and feedback. Dissatisfied consumers are more likely to engage in negative word-of-mouth advertising compared to satisfied consumers.
Consumer behavior part 1 purchasing process and consumer as decision maker ...AIPMM Administration
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.
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.
Consumer behavior part 1 purchasing process and consumer as decision maker ...AIPMM Administration
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.
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.
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
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Meaning of Consumer Behaviour, Features and Importance
• Types of Consumer (Institutional & Retail), Diversity of consumers and their behaviour- Types Of Consumer Behaviour
• Profiling the consumer and understanding their needs
• Consumer Involvement
• Application of Consumer Behaviour knowledge in Marketing
• Consumer Decision Making Process and Determinants of Buyer
• Behaviour, factors affecting each stage, and Need recognition.
MEANING
Post-purchase behavior involves all the consumers' activities and the experiences that follow the purchase. Usually, after making a purchase, consumers experience post-purchase dissonance. In other words, they regret their purchase decision. The reasons for high post-purchase dissonance can be attractiveness and performance of forgone alternatives, difficult purchase decision, large number of alternatives, etc.
Based purely on their SATISFACTION or DISSATISFACTION.
The consumer's level of satisfaction or dissatisfaction is directly related to the varying relationship between their initial expectations of the product (pre-purchase), and their perception of the actual performance of the product (post-purchase) in their hands.
Marketer must monitor the post-purchase experience of the buyers that includes:
A. Post-purchase satisfactionB. Post-purchase actionC. Post-purchase use and disposal
. Post-purchase Action:Obviously, level of the consumer’s satisfaction with the product affects his subsequent behavior/action. If he is satisfied reasonably, he purchases the product again, and talks favorably to family members, friends, relatives, and co-workers.That is why marketer says: Our best advertisement is a satisfied consumer. Quite opposite to it, dissatisfied consumer responds differently. He may abandon product, complain to the company for compensation, resort to the court and warn other organizations, friends, relatives and co-workers to avoid product. The task of marketer consists of taking certain steps to minimize amount of consumer’s post-purchase dissatisfaction.
Post-purchase Use and Disposal:Marketer should also monitor how the consumers use and dispose the product. Such information can be a very good guideline for the marketer. Marketer can learn possible problems and opportunities relating with the product.
In normal situation, the consumer uses or disposes the product in followings ways:1. He may not use the product immediately; store it for the future use.2. Use the product fully immediately after purchase.3. Resell or trade it.4. Use the product differently than it is meant for. He may find new uses of the product.5. Offer the product to others as a gift.6. Throw the product away, considering as useless.
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
We connect Students who have an understanding of course material with Students who need help.
Benefits:-
# Students can catch up on notes they missed because of an absence.
# Underachievers can find peer developed notes that break down lecture and study material in a way that they can understand
# Students can earn better grades, save time and study effectively
Our Vision & Mission – Simplifying Students Life
Our Belief – “The great breakthrough in your life comes when you realize it, that you can learn anything you need to learn; to accomplish any goal that you have set for yourself. This means there are no limits on what you can be, have or do.”
Like Us - https://www.facebook.com/FellowBuddycom
Meaning of Consumer Behaviour, Features and Importance
• Types of Consumer (Institutional & Retail), Diversity of consumers and their behaviour- Types Of Consumer Behaviour
• Profiling the consumer and understanding their needs
• Consumer Involvement
• Application of Consumer Behaviour knowledge in Marketing
• Consumer Decision Making Process and Determinants of Buyer
• Behaviour, factors affecting each stage, and Need recognition.
MEANING
Post-purchase behavior involves all the consumers' activities and the experiences that follow the purchase. Usually, after making a purchase, consumers experience post-purchase dissonance. In other words, they regret their purchase decision. The reasons for high post-purchase dissonance can be attractiveness and performance of forgone alternatives, difficult purchase decision, large number of alternatives, etc.
Based purely on their SATISFACTION or DISSATISFACTION.
The consumer's level of satisfaction or dissatisfaction is directly related to the varying relationship between their initial expectations of the product (pre-purchase), and their perception of the actual performance of the product (post-purchase) in their hands.
Marketer must monitor the post-purchase experience of the buyers that includes:
A. Post-purchase satisfactionB. Post-purchase actionC. Post-purchase use and disposal
. Post-purchase Action:Obviously, level of the consumer’s satisfaction with the product affects his subsequent behavior/action. If he is satisfied reasonably, he purchases the product again, and talks favorably to family members, friends, relatives, and co-workers.That is why marketer says: Our best advertisement is a satisfied consumer. Quite opposite to it, dissatisfied consumer responds differently. He may abandon product, complain to the company for compensation, resort to the court and warn other organizations, friends, relatives and co-workers to avoid product. The task of marketer consists of taking certain steps to minimize amount of consumer’s post-purchase dissatisfaction.
Post-purchase Use and Disposal:Marketer should also monitor how the consumers use and dispose the product. Such information can be a very good guideline for the marketer. Marketer can learn possible problems and opportunities relating with the product.
In normal situation, the consumer uses or disposes the product in followings ways:1. He may not use the product immediately; store it for the future use.2. Use the product fully immediately after purchase.3. Resell or trade it.4. Use the product differently than it is meant for. He may find new uses of the product.5. Offer the product to others as a gift.6. Throw the product away, considering as useless.
Retail Shopper Behaviour, process of consumer buying in retail, Need recognition, stimulating need recognition, information search, types of buying decision
As the world's population continues to grow, the number of consumers continues to increase. Consequently, it's more important than ever for firms to optimize their marketing strategy, and one important component they need to consider is the consumer decision process.
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POST PURCHASE CONSUMER BEHAVIOUR
How does the buyer make purchasing decisions?
THE BUYING DECISION PROCESS:
THE FIVE-STAGE MODEL
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Post-Purchase Behavior
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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.
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PURCHASE
USAGE
NONUSE
POSTPURCHASE
DISSONANCE
POST PURCHASE CONSUMER BEHAVIOUR
Some purchases are followed
by a phenomenon called
‘post-purchase dissonance’ or
‘cognitive dissonance’.
This occurs when a consumer
doubts the wisdom of
purchase he or she has made.
….occurs at Point of Sale….
Other purchases are
followed by nonuse.
The consumer keeps or
returns the product
without using it.
‘it occurs when a
consumer actively
acquires a product
that is not used or
used only sparingly
relative to its potential
use.’
** Dissatisfied customers communicate more
negative word of mouth than satisfied customers
communicating positive word of mouth.
Did I Do the Right Thing?
Causes of Cognitive Dissonance : :
– Perceived Risk
– Performance risk
– Physical risk (wear-out)
– High financial commitment
– High involvement level
– High social visibility
– Discrepant information
–Insufficient time to evaluate
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PURCHASE
USAGE
EVALUATION
PRODUCT
DISPOSAL
COMPLAINT
BEHAVIOUT
POST PURCHASE CONSUMER BEHAVIOUR
POSTPURCHASE
DISSONANCE
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
NONUSE
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POST-PURCHASE DISSONANCE
This is a common consumer reaction after making a difficult, relatively
permanent decision. Doubt or Anxiety – referred as - post-purchase
dissonance.
The probability of a consumer experiencing post-purchase dissonance, as well
as the magnitude of such dissonance, is a function of :
Degree of commitment/irrevocability of the decision.
Importance of decision to customer.
Difficulty of choosing among the alternatives.
Individual’s tendency to experience anxiety.
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Post-Purchase Satisfaction:
Satisfaction is a function of the closeness between expectations and the product’s
perceived performance.
- If performance fall short of expectations the consumer is disappointed.
- If the performance meets expectations the consumer is satisfied.
- If the performance exceeds expectations the consumer is delighted.
-Consumer form their expectations on the basis of messages received from sellers, friends,
and other information sources.
-The importance of post-purchase satisfaction suggests that a product claim must
truthfully represent the product’s likely performance.
Post-Purchase Actions:
Satisfaction or dissatisfaction with the product will influence subsequent behavior.
A dissatisfied consumer may abandon or return the product.
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Product Non-Use
• Product non-use can be a significant problem in some
categories.
• Non-use can indicate:
– the perception that the utility of the product has changed.
– situational influences have not been favorable for product use
(need to expand acceptable range of situations)
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Product Use
• Product purchase is normally followed by product use (though not always).
• Consumers use products to fulfill needs - it is not the purchase which generally
fulfills the need, but the product use.
• It is of importance to know how the customer uses a product..
• Satisfaction = Benefits - expectations
• To increase satisfaction, it is imperative that consumers receive maximum
possible benefits.
• Need for consumers to use a product so that
– actual usage = ideal usage (to yield maximum level of benefits)
• To determine this, we need monitoring.
Monitoring Product Use
• Monitoring can indicate:
– New uses for existing products.
– Needed product modifications.
– Appropriate advertising themes.
– Opportunities for new products.
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Reducing
dissonance
• Marketers’ attempts
– Match product to needs of consumer
– Focus on benefits, product, packaging,
promotion, warranties, return policies, credit,
installations, service etc.
– Provide post decision positive information.
Consumers’ attempts
– Ways to reinforce desirability of choice
• Research, pay attention to advt.
• Show purchase to friends to get good
response.
• Trivializing purchase.
Increase the desirability of the brand purchased.
Decrease the desirability of the brand rejected.
Decrease the importance of the purchase decision.
Reverse the purchase decision (return the product before use).
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Reselling Recycling Trashing DISPOSITION Repairing Trading
Disposition of the product or the products’ container may occur before, during,
or after product use. No disposition involved, in case product is completely
consumed(ice cream).
Recycle
Throw
Away
-As Garbage
-As Liter
Trade In
Sell
-to End User
-to middleman
-through
middleman
Give
Away
-to be used
-to be sold
Loan
Rent
• Associated with
– Physical product
– Packaging
– Promotional material
• When consumer finds items no longer
useful
– Parents & instructional manuals
Use for
a new
purpose
Use for
original
purpose
Store
PRODUCT
PACKAGE
RETAIN
Get RID of
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PURCHASE EVALUATION
&
CUSTOMER SATISFACTION
• The purchase evaluation process is potentially influenced by post-purchase
dissonance, product usage, and product disposition.
• Satisfaction generally occurs when the use of the product fulfills the
expectations of meeting instrumental and symbolic needs.
• When these needs are not met, dissatisfaction occurs.
Negative Purchase Evaluation
• A negative purchase evaluation may trigger the following symptoms:
– Existing consumers take no action to re-purchase.
– Existing consumers switch to competitor brands/stores.
– Negative word-of-mouth increases.
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Complain to
store or
manufacturer
Stop
buying
that brand
or at the
store
Warm
Friends
Complain
to private
or Govt.
Agencies
Initiate
Legal
Action
LESS
FAVORABLE
ATTITUDE
DISSATISFACTION
TAKE NO
ACTION
TAKE
ACTION
DISSATISFACTION
RESPONSES