post purchase

7/30/2019 Post Purchase

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Stimuli(marketerdominated,other)

Externalsearch

Memory

Internalsearch

Exposure

Attention

Comprehension

Acceptance

Retention

Search

Needrecognition

Alternativeevaluation

Purchase

Outcomes

Dissatisfaction Satisfaction

Individualdifferences resources motivation &

involvement knowledge attitudes personality,values, lifestyle

Influences culture social class family

situation

Start


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Consumers post purchase evaluation process isinfluenced by the purchase process itself Post purchase dissonance Product use Disposal of the product

Consumer may evaluate each aspect of the purchasedecision process right from the stage of informationsearch to ultimately product performance.

The satisfaction with one aspect such as product isaffected by the degree of satisfaction with other

factors such as price or behavior of sales person. In nominal decisions, such as obvious malfunctions

do affect our purchase decisions.


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Below minimumdesired performance

Above minimumdesired performance

More than expected Satisfaction* Satisfaction/commitment

Same as expected Non-satisfaction** Satisfaction

Worse than expected Dissatisfaction Dissatisfaction

*Assuming the perceived performance exceeds minimumdesired level.** consumer is neither satisfied nor dissatisfied and doesnot complaint.


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Performance

Disconfirmation

Dissatisfaction

Satisfaction

Feelings

Expectations


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Satisfaction When performance exceeds desired performance level,

customer is delighted it leads to: Reduction in future efforts on decision regarding particular

brand or product

Leads to repetition of same purchase behavior (repeatpurchase).

Helps in fighting the competition.

Also leads to word-of-mouth publicity (Brand loyalty).

Determinants of customer satisfaction

Demographic values Personality Expectations


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Dissatisfaction When performance does not match or falls down

below the desired performance level, customer feelsdissatisfied & it leads to:

Take no action Negative attitude

Take action

Complain to retail outlet or company

Stop buying the brand or product

Negative word of mouth

Complaint to consumer protection agencies

Take legal action


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The doubt or anxiety resulting from adecision is termed as Post purchaseDissonance.

It can occur as a result of some discrepanciesbetween a consumers prior evaluation &purchase decision.

Two basis principles of dissonance are: Is unpleasant and will motivate the person to

reduce it. Individuals facing will avoid situations that produce

more dissonance.


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Degree of irrevocability of the decision. The importance of the decision to the

consumer

The difficulty in choosing amongst thealternatives.

The individuals tendency to experienceanxiety.


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By increasing the desirability of brandpurchased.

By decreasing the desirability of alternativebrand.

By decreasing the importance of the purchasedecision.

By returning the product before using it.

By internal re-evaluations. Follow up sales and repeated advertisements.


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To meet customers expectations, he need tofocus on: Creating reasonable expectations among customers

through appropriate promotional offers. Ensure consistency in product quality. Resolving customers complaints. Development of an effective system of receiving

complaints & encouraging consumers to record theirgrievances.

He can also adopt the strategy that is to anticipate

dissatisfaction & act promptly to remove the cause ofcomplaint before it occurs.

For ex: whirlpool machines, pizza hut etc..


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To attract new users to the product category. Encourage current customer to use more.

Encourage customer to become repeatbuyers.

Encouraging brand loyalty.

To capture competitors' current customers.

To encourage brand switching among

marginal customers.


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Focuses on developing an ongoing & profitablerelationship with a companys customers.

It requires customer focus attitude in the companythat must be transferred into actions to meetcustomers needs.

The crux of this concept is based on Understanding customer and their needs at the individual

customer level & customizing the relation according to that. Developing a core product or service around which to build

customer relationship. Augmenting the core product or service with extra benefits.

Pricing the product or service in a manner that would createor encourage loyalty. Internal marketing to employees so that they will perform

well for the customers.


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Disposal in its simplest form is basically justthrowing away the used up or meaninglessitems by the consumers without any thought.

Disposal may occur before, during or afterproduct use.

Disposal actions are becoming important forgovernments and marketers because of

environmental concerns like lead, mercuryetc.


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Keep it Store

New use

Get rid off Throw away

Trade in

Sell it

Give away

Recycle loan


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Many socially responsible manufacturers aremaking efforts to develop products and packagesthat can be disposed off safely and are less likelyto be harmful to society.

Government has banned the use of plastic bags. Marketers are responding to consumers concerns

with recyclable packaging like Epson, Canon etc.. Exchange schemes strategies have been adopted

by many of the leading companies To discourage disposing off To retain the customer

Maruti Udyog Limited has started buying and selling carsthat consumer want to dispose off.

post purchase

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