Post Purchase Behaviour: Purchase Evaluation, Customer Satisfaction

Post Purchase Behaviour: Purchase Evaluation, Customer Satisfaction
-Authored By:
Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com
Copyright 2010 Anupam Kumar 1
Client Decision Making Process
Copyright 2010 Anupam Kumar
Purchase Evaluation
Evaluation of Alternatives
Purchase
Product Expectation
Confirmation or Disconfirmation
Product Performance
Satisfaction
Dissatisfaction
Understanding Post Purchase
Purchase
Confirmation or Disconfirmation
Product Performance
Satisfaction
Dissatisfaction
Post Purchase Behaviour

Purchase Usage
Post Purchase Dissonance
Non Use
Product Disposal
Product Evaluation
Customer Complaints
Satisfaction
Dissatisfaction
Committed Customer
Increased Use
Repeat Customer
Brand Switching
Discontinued Use
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Product Disposition
Product Package
Discard
Retain
Store
Original Usage
New Use
Recycle
Give Away
Trade in
Throw
Loan
Sell
For Sale
For Use
To End As As Litter KumarUser Garbage Copyright 2010 Anupam
Through Middlemen
To Middle 6 Men
Customer Map
Customer Retention
Repeat purchasers continue to buy the same brand though they do not have an emotional attachment to it. Switching costs are the costs of finding, evaluating, and adopting another solution. Brand loyalty involves commitment to the brand it is a biased behavioral response expressed over time. Churn is a turnover in a firms customer base.
Reducing churn is a major objective of many firms today.
WHY?
Repeat Purchase
Switchers
with no loyalty
Shifting Loyal
moving from one brand to another.
Split Loyal
loyal to two or three brands.
Hard-core Loyal
who buy the brand all the time.
Repeat Purchase
Spurious Loyalty: Customers may repurchase a brand due to
situational constraints (such as vendor lock-in), a lack of viable alternatives, out of convenience.
Brand Loyalty: Customers have a high relative attitude toward the brand
customers are willing to pay higher prices, they may cost less to serve, they can bring new customers to the firm
Customer Satisfaction & Retention

Developing a marketing strategy for a particular segment includes identifying specific objectives to be pursued, such as
1. Attracting new users to the product category 2. Capturing competitors current customers 3. Encouraging current customers to use more 4. Encouraging current customers to become repeat purchasers 5. Encouraging current customers to become committed customers
Product / Service Evaluation

Evaluation Factors 1. 2. 3. 4. 5. 6. PERFORMANCE FEATURES SERVICE WARRANTY PRICE REPUTATION Evaluation Stages
Instrumental performance relates to the physical functioning of the product. Symbolic performance relates to aesthetic or image-enhancement performance. Affective performance is the emotional response that owning or using the product or outlet provides
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Customer Satisfaction
Customers Experience of a Product or Service is Multifaceted so hard to Determine To get the Total Picture of Customer Satisfaction, it needs to be measured individually Customer satisfaction should not be viewed in a vacuum. For example, a customer may be satisfied with a product or service and therefore rate the product or service highly in a survey and yet same customer may buy another product.
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Customer Satisfaction
Similarly customers view about a product or service are useless if customers view about competitors products are not understood.
The value customers places on the product compared to another may be a better indication of customer loyalty.
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Customer Satisfaction Outcome
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Customer Requirements
NORMAL REQUIREMENTS
Are typically what one gets by just asking customers what they want.
EXPECTED REQUIREMENTS
Are the obvious / compulsory requirements. Expected requirements must be fulfilled. For example, if meal is served hot, customers barely notice it. If it's cold or too hot, dissatisfaction occurs.
EXCITING REQUIREMENTS
Beyond the customer's expectations. Provided to excite customer Their absence do not form complaints
Kanos Model
Satisfaction If the requirement is absent it does not cause dissatisfaction, but it will delight clients if present "camera options in mobile"
The more requirements are met the more one is satisfied voice clarity, proper network, text messaging in mobile
Service Dysfunctions
Service Functions
Dissatisfaction
Less satisfied when the product or service is less functional, but cannot increase satisfaction substantially if operational - "up-time in mobile"
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Bibliography
Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGrawHill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgements:
wayofthewoo.blogspot.com; lung-cancer-blog.com; damncoolpics.blogspot.com;
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For further details / comments

Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com
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Client Decision Making Process

Copyright 2010 Anupam Kumar

Understanding Post Purchase