POSTPURCHASE PROCESSES, CUSTOMER SATISFACTION AND CONSUMER LOYALTY

Presented by:

Mr. Seetal

Mr. Khamiso Khan

Mr. Sanaullah

Mr. Vikio

Mr. Muhammad Azeem

Mr. Mumtaz Ali

Presented to:

Mr. Ghulam Murtaza Shah

Instructor

Consumer Behavior

POSTPURCHASE DISSONANCE

--doubt or anxiety about the correctness one’s decision after a purchase has been made.

Example: Mr. Khamiso purchased a flat near campus, to save time and cost.

1-degree of commitment

2-The importance of the decision to the consumer

3-The difficulty of choosing the among the alternatives

4-The individual’s tendency to experience anxiety

APPROACHES TO REDUCE POSTPURCHASE DISSONANCE

1-Increase the desirability of brand purchased

2-Decrease the desirably of the rejected alternatives

3-Decrease the importance of the purchase decision

4-Reverse the decision (return the product before use or cancel the service)

MR. SANAULLAH

Presented by:

PRODUCT USE AND NON-USE

1-Product use

1.1-Regional use Behavior (e.g. Tea)

1.2-Multiple uses, multiple products (e.g.Smartphone, Computer etc)

2-Packaging (e.g. cleaning chores from hand-spray)

3-Defective Products

3.1-Product recall (toll free #, exchange, full refund)

PRODUCT USAGE INDEX

MR. KHAMISO KHAN

Presented by:

DISPOSAL Disposal : the final stage of product usage, when the consumer seeks to return or otherwise trade-in or destroy the old product.

Recycling : a policy that aims to use material from products or packaging in future products and packaging.

PRODUCT DISPOSAL AND MARKETING STRATEGY

• Trad-in: product that consumer hope to sell back when they purchase new one.

• Consumer-to-Consumer Sales: consumer sells the product directly to another without a commercial intermediary.

e.g. Income group engage in C2C Sales

e.g. A student sell his current bicycle for purchasing new bicycle.

MR. VIKIO

Presented by:

PURCHASE EVALUATIONThe Evaluation Process:

• Expectations : set of outcomes expected by consumers before entering into an exchange.

• Perceived performance: way a product/service delivers benefits, as perceived by consumer.

• Satisfaction: perceptions of product performance match expectations minimum or maximum desired performance.

• Dissatisfaction : feeling experienced by a consumer whose expectation have not been met by a product or service.

• Complaint behavior

DIMENSIONS OF PERFORMANCE

1-Instrumental Performance:

--the physical /functional performance of the product.

e.g. dishwasher, overlock machine etc.

2-Symbolic/expressive Performance:

--the aesthetic /image-enchancement performance of a product.

e.g. Fashion of dresses (ladies/gents)

3-Affective performance:

--the emotional responses that owing or using a product provides.

MR. MUMTAZ ALI

Presented by:

DISSATISFACTION RESPONSES

1-Passive: (14%)• Take action when

dissatisfied.• Younger than

average• Not alienated from

marketplace• Not perceive social

benefits (complaining)

• Private norms don’t support.

2-Voices: (37%)

• Take private/public action/direct action

• Somewhat older than average

• Not alienated from marketplace

• Believe in social benefits

• Personal norms supports

3-Irates (21%)

• average level direct action, low level public action

• Somewhat older than average & alienated from marketplace

• Believe in social benefits

• Personal norms supports

4- Activists (28%)

• Private, direct, public actions

• Younger than average

• Somewhat alienated from marketplace

• Strongly believe in social benefits

• Personal norms supports

CUSTOMER SATISFACTION, REPEAT PURCHASE BEHAVIOR AND CONSUMER LOYALTY

• Repeat Purchase Behavior: a pattern of consumer behavior that involves the purchase of the same product/service over time, with/without loyalty to that product or service.

• Brand Loyalty:

Commitment to a brand by a consumer believes it meets his/her overall needs and due to emotional attachment.

MR. MUHAMMAD AZEEM

Presented by:

CONT’DREPEAT PURCHASE BEHAVIOR, LOYALTY AND

MARKETING STRATEGY • Consumer satisfaction contributes to repeat purchase behavior.

• Many alternative brands, greater price, products are easily sustainable, brand loyalty trends to decrease.

• There is widespread concern among marketers of consumer non-durables.

• Re-location of marketing dollars from product advertising to promotional (discounts, sweepstakes and other forms of short-term reductions.

• Satisfied consumer switch brands to take advantage of a promotional deal on a competing brand.

CONT’DRELATIONSHIP MARKETING

Has Five Key Elements

1-developing a core service or product around which to build a customer relationship.

2-Customising the relationship to the individual customer.

3-augmenting the core service or product with extra customers.

4-pricing in a manner that encouraging loyalty.

5-marketing to the employees so they perform well for customers.

“approach that emphasis long-term exchange and the building of customer loyalty as a competitive advantage”

THANK YOU