Consumer Behavior Hawkins Chap 12

What you will learn Session 1: Consumer behaviour and Maretin! strate!" Session 2: ross-Cultural Variations, Variations, and Group Gr oup Influence on Consumer Behavior Session #: Customer $erception

Session /: (rticle presentation Session 0: he $rocess and $roblem eco!nition Session 1&: Information search Session 11: (lternative )valuation, and Selection

Session %: Consumer learnin!, memor", and product positionin!

Session 12: $ost-purchase processes, customer satisfaction, and customer commitment

Session *: Motivation, $ersonalit", )motion

Session 1#: r!aniations as consumers

Session +: (ttitudes and Influencin! (ttitudes (ttitudes Session ':

Session 1%: Group $ro.ect presentation Session 1*: 3inal e4am

CHAPTER

18

Postpurchase Processes, Customer Satisfaction, and Customer Commitment  McGraw-Hill$Irwin

Copyright © 2013 by The McGraw-Hill Companies, Inc !ll rights reser"e#

&earning 'b(ectives Describe the various postpurchase processes engaged in b consumers Define and discuss postpurchase dissonance Discuss the issues surrounding product use and nonuse and their importance to mar!eters Summari"e disposition options and their re#evance to mar!eters and pub#ic po#ic E$p#ain the determinants and outcomes of satisfaction and dissatisfaction Describe the re#ationship bet%een satisfaction, repeat purchase, and customer commitment

Consumer Behavior In The News… Can emotional attachment sell brands?  

What are the top 5 brands in terms of consumer emotional attachment?      



What is the relationship with emotional attachment, loyalty, and repeat purchase? 

Source: J. Pollack, “Tech Tops in Creating Emotional Connection,”  Advertising  Advertising Age, Age, October 1, !"11, p. #$.

Consumer Behavior In The News… Can emotional attachment sell brands?  

What are the top 5 brands in terms of consumer emotional attachment?  



iPod 



iPhone  iPhone



GoogleSearch  GoogleSearch



Disney Parks  Disney



Google  Google

motional attachment is important because it increases loyalty and purchase fre!uency"

Source: J. Pollack, “Tech Tops in Creating Emotional Connection,”  Advertising  Advertising Age, Age, October 1, !"11, p. #$.

Postpurchase Consumer )ehavior 

Postpurchase Dissonance Postpurchase Dissonance occurs when a consumer has doubts or anxiety regarding the wisdom of a purchase made and is a function of the following:  The degree of commitment or irrevocability of the decision   The The importance of the decision to the consumer    The The difficulty of choosing choosing among among the the alternatives   The The individual’s tendency to experience anxiety 

Postpurchase Dissonance  !fter the purchase purchase is made" the consumer may utili#e utili#e one or more of the following to reduce dissonance: 

Increase the desirability of the brand purchased 

  Decrease Decrease

the desirability of rejected alternatives

  Decrease Decrease

the importance of the purchase decision

  Reverse Reverse

the purchase decision (return before use)

Postpurchase Dissonance  - when Consumption guilt  guilt feelings are aroused by the product%ser&ice use' (ar)eters need to focus on &alidating the consumption for *high guilt+ products' #ndulging in chocolate chocolate for for some some can can cause consumption guilt 

App#ications in Consumer )ehavior 

 $rm % &ammer's (countless uses for under a )*+ campaign is a classic eample of 

use inno-ati-eness. 

ourtesy hurch . /wight o'" 0nc''

Product *se and +onuse Product /se etailers can fre2uently ta)e ad&antage of the fact that the use of one product may re2uire or suggest the use of other products" e'g'" dresses and shoes' etailers can promote such items  jointly    display display them together or    train train sales personnel to ma!e relevant complementary sales

Displaying complementary  products together 

Product *se and +onuse Product /se tringent product liability laws ha&e made firms responsible for harm caused by products not only "hen

the product is used as specified by the manufacturer but in

any reasonably foreseeable use of the  products# hen mar)eters disco&er confusion about proper use" they should engage in communications to increase the chances of proper use'

Disposition

Disposition Product Disposition and 0arketing Strategy  (ar)eters must be aware of the disposition factors that ultimately affect consumer purchase decisions' elping consumers with the disposition of a used product can help the consumer through this process e'g'" de&eloping de&eloping products" pac)ages and programs that encourage proper disposition' disposition'

3est 3uy's (3uy 3ack Program+  4iewer discretion due to language content 

1ou2ube Spotlight 

Purchase Eva#uation and Customer Satisfaction 2he -aluation Process

Purchase Eva#uation and Customer Satisfaction 2he -aluation Process Determinants Determinants of Satisfaction and Dissatisfaction Dissatisfaction #nstrumental

performance  relates to the physical functioning of

the product' Symbolic

performance relates to aesthetic or imageenhancement performance'

 $ffecti-e  $ffecti -e  $ffectie

performance performance is the emotional response that owning or using the product or outlet pro&ides

Dissatisfaction Process

Dissatisfaction Responses 0arketing Strategy and Dissatisfied Consumers 9irms need to satisfy consumer expectations by $# %reating reasonable expectations through promotional efforts and  &# 'aintaining consistent uality so the reasonable expectations are fulfilled#

Dissatisfaction Responses 0arketing Strategy and Dissatisfied Consumers hen a consumer is dissatisfied" the most fa&orable conse2uence conse2uence is for the person to communicate this dissatisfaction to the firm but to no one else' nfortunately" many indi&iduals do not communicate their dissatisfaction to the firm in&ol&ed' ompanies often ma)e it difficult to complain or are unresponsi&e to complaints'

Customer Satisfaction, Repeat Purchases, and Customer Commitmen C ommitmentt Commitment Creating Committed Customers #s #ncreasingly the ocus of 0arketing Strategy 

Customer Satisfaction, Repeat Purchases, and Customer Commitmen C ommitmentt Commitment 6epeat purchasers continue to buy the same brand though they do not ha&e an emotional attachment to it' Switching costs are the costs of finding" e&aluating" and adopting another solution'  in&ol&es commitment to the brand ; it is a 3rand loyalty  in&ol&es biased beha&ioral response expressed o&er time'

Customer Satisfaction, Repeat Purchases, and Customer Commitmen C ommitmentt Commitment Do you know your 7et Promoter Score?  7et Promoter Score ( measure of true attitudinal loyalty' ?here are three categories of consumers: 1'=romoters '=assi&ely satisfied 3'/etractors