29-11-2012, 11:16 AM
POST PURCHASE CONSUMER BEHAVIOUR
POST PURCHASE.pptx (Size: 269.31 KB / Downloads: 44)
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.
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.
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)
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.