Transcript Postpurchase processes - McGraw Hill Higher Education

Postpurchase Processes
Chapter 7
 The postpurchase process
 Postpurchase dissonance
 Why product use is important to marketers
 Why product disposal is important to
consumers
 The concept of customer satisfaction
 The concept of consumer loyalty
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Postpurchase Processes
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Postpurchase dissonance
Product use and non use
Disposal
Purchase Evaluation
Customer satisfaction, repeat purchase and
loyalty
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Postpurchase Consumer Behaviour
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Postpurchase Dissonance
 Some consumer purchase decisions are
followed by postpurchase dissonance.
 The probability of a consumer experiencing
postpurchase dissonance, as well as the
magnitude of such dissonance, is a function
of the:
degree of commitment or irrevocability of the
decision
importance of the decision to the consumer
difficulty of choosing among the alternatives
individual’s tendency to experience anxiety
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Product Use and Non-use
 Product use
use innovativeness
regional variations
multiple vs single use
 Packaging
 Defective products
product recalls
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Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Product Disposal
 Recycling
product
package
 Trade-ins
to motivate replacement
 Second hand markets
e.g. textbooks
clothes
Cash Converters
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Purchase Evaluation
 Evaluation of a purchase is influenced by
postpurchase dissonance, product use, and
product disposal
 These processes are potential influencing
factors that may affect the evaluation of a
particular purchase
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Dissatisfaction
 Four types of response styles
 passives
 voices
 irates
 activists
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Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Marketing Strategy and
Dissatisfied Consumers
 Marketers need to satisfy consumer
expectations by
 creating reasonable expectations through
promotional efforts
 maintaining consistent quality so that these
reasonable expectations are fulfilled
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Repeat Purchase Behaviour
 Repeat purchase behaviour is frequently
referred to as brand loyalty
 Brand loyalty implies a psychological
commitment to the brand, whereas repeat
purchase behaviour simply involves the
frequent repurchase of the same brand
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Brand Loyalty
 Brand loyalty is:
 biased
 a behavioural response
 expressed over time
 expressed by a decision-making unit
 where a decision-making unit expresses brand
loyalty with respect to one or more alternative
brands out of a set of such brands
 a function of psychological processes
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Repeat Purchase
Behaviour and Marketing
Strategy
 Kodak monitors six groups of
consumers/customers:
 current customers
 new customers
 brand switchers
 trial users
 customers who upgrade
 trade-in customers
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Repeat Purchase
Behaviour and Marketing
Strategy
 Once objectives are defined for each group
it becomes possible to develop and
implement marketing strategies and
evaluate the results.
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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