The document discusses the purchase decision process and post-purchase behavior of consumers. It covers topics like consumer choice factors, risks involved in purchase decisions, and how marketers should monitor customer satisfaction, actions, use and disposal of products after purchase. The post-purchase phase is important for marketers to maintain strong customer relationships and receive feedback to improve future products and services.

1. Group no. 9 Schumpeter Hall Purchase Decision & Postpurchase Decision

2. AGENDA Purchase Decision Consumer Choice Intervening Factors Risk Involved Postpurchase Decision Behavior Action Use and disposal 12/20/2009 Group 9 PROTON business school

3. PURCHASE DECISION Nearly everyday consumer deal with purchase decisions. But not all decisions are treated the same. Some decisions are more complex than others and thus require more effort by the consumer. 12/20/2009 Group 9 PROTON business school

4. CONSUMER CHOICE Heuristics enables consumer to discover or learn something for themselves. These are rules of thumb or “mental shortcuts” in the decision process. Conjunctive heuristic Here consumer sets a minimum acceptable cutoff level for each attribute and chooses the best among them. Lexicographic heuristic Consumer choose the best brand on the basis of the perceived most important attribute Elimination-by-aspects heuristic Consumer compares brands on an attribute selected probabilistically 12/20/2009 Group 9 PROTON business school

5. EXAMPLE 12/20/2009 Group 9 PROTON business school Brand/Features 3G Memory Touch screen Wi-Fi Price Nokia 8 10 8 10 Rs. 11700 Samsung 0 8 10 8 Rs. 8999 Sony Ericsson 10 7 0 9 Rs. 9900 China Mobile 6 8 7 0 RS. 4500

6. INTERVENING FACTORS Attitude of others It can influence of consumer’s decision by giving negatives or confusing statements related to product. Review reports, blogs and e-forum plays vicious role Unanticipated situational factors It can affect consumer’s decision to modify, postpone or avoid purchase decision. 12/20/2009 Group 9 PROTON business school

7. 12/20/2009 Group 9 PROTON business school

8. UNANTICIPATED FACTORS 12/20/2009 Group 9 PROTON business school

9. ATTITUDE OF OTHERS 12/20/2009 Group 9 PROTON business school

10. RISK INVOLVED A consumer’s decision to modify, postpone or avoid is heavily influenced by perceived risk. Functional Product does not perform up to expectations. Physical Product poses a threat to the physical well-being or health of the users or others. Financial Product is not worth the price paid Social Product results in embarrassment from others Psychological Product affects the mental well being of the user Time Failure of the product results in an opportunity cost of finding another satisfactory products 12/20/2009 Group 9 PROTON business school

11. FUNCTIONAL RISK 12/20/2009 Group 9 PROTON business school

12. PHYSICAL RISK 12/20/2009 Group 9 PROTON business school

13. FINANCIAL RISK 12/20/2009 Group 9 PROTON business school

14. SOCIAL RISK 12/20/2009 Group 9 PROTON business school

15. PSYCHOLOGICAL RISK 12/20/2009 Group 9 PROTON business school

16. TIME RISK 12/20/2009 Group 9 PROTON business school

17. 12/20/2009 Group 9 PROTON business school

18. POSTPURCHASE BEHAVIOR After purchase the consumer might experience dissonance in his mind. Reasons Favorable things about other brands Rumors Marketer’s job therefore doesn’t end with the purchase. They must monitor : Satisfaction Actions Product usage 12/20/2009 Group 9 PROTON business school

19. 12/20/2009 Group 9 PROTON business school

20. POSTPURCHASE SATISFACTION These feelings make a difference in whether customer buys the product again and talks favorably about it. If performance falls short of expectations consumer gets disappointed. If it meets expectations, consumer gets satisfied. If it exceeds expectations, consumer is delighted. 12/20/2009 Group 9 PROTON business school

21. 12/20/2009 Group 9 PROTON business school Dissatisfied customer Satisfied customer

22. POSTPURCHASE ACTIONS Strong consumer relationship should be maintained by : Keep in touch with consumers and give them information about upgradation or arrival of new products By accepting negative as well as positive feedbacks 12/20/2009 Group 9 PROTON business school

23. POSTPURCHASE USE AND DISPOSAL Here the marketers must monitor how consumer is using the product and what is the life cycle of the product. They should monitor : When consumer first use the product or need to replace it. Its current level of performance 12/20/2009 Group 9 PROTON business school

24. POSTPURCHASE USE AND DISPOSAL 12/20/2009 Group 9 PROTON business school

25. THANK YOU Group 9 Schumpeter Hall 12/20/2009 Group 9 PROTON business school