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© Copyright 2010 Anupam Kumar 1 Post Purchase Behaviour: Purchase Evaluation, Customer Satisfaction -Authored By: Anupam Kumar Reader, SMS Varanasi Email: [email protected]
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© Copyright 2010 Anupam Kumar 1
Post Purchase Behaviour:Purchase Evaluation, Customer
Satisfaction
-Authored By:Anupam Kumar
Reader,SMS Varanasi
Email: [email protected]
© Copyright 2010 Anupam Kumar 2
Client Decision Making Process
© Copyright 2010 Anupam Kumar 3
Purchase EvaluationEvaluation of AlternativesEvaluation of Alternatives
PurchasePurchase
Product Performance
Product Performance
SatisfactionSatisfaction DissatisfactionDissatisfaction
Product Expectation
Product Expectation
Confirmation or DisconfirmationConfirmation or Disconfirmation
© Copyright 2010 Anupam Kumar 4
Understanding Post Purchase
PurchasePurchase
Product Performance
Product Performance
SatisfactionSatisfaction DissatisfactionDissatisfaction
Confirmation or DisconfirmationConfirmation or Disconfirmation
© Copyright 2010 Anupam Kumar 5
Post Purchase BehaviourPurchasePurchase
UsageUsage Post Purchase Dissonance Non UseNon Use
Product DisposalProduct Disposal
Product Evaluation
Product Evaluation
Customer ComplaintsCustomer
Complaints
Satisfaction Dissatisfaction
Brand Switching
Discontinued Use
Committed Customer
Repeat Customer
Increased Use
© Copyright 2010 Anupam Kumar 6
Product Disposition
RecycleRecycle Give Away Trade inTrade in Throw LoanLoan SellSell
Store Original Usage New Use
DiscardDiscard RetainRetain
ProductProduct PackagePackage
For Sale For UseTo End User
To End User
Through Middlemen
Through Middlemen
To Middle Men
To Middle Men
As Garbage As Litter
© Copyright 2010 Anupam Kumar 7
Customer Map
© Copyright 2010 Anupam Kumar 8
Customer Retention• Repeat purchasersRepeat purchasers continue to buy the same brand though
they do not have an emotional attachment to it.
• Switching costsSwitching costs are the costs of finding, evaluating, and adopting another solution.
• Brand loyaltyBrand loyalty involves commitment to the brand – it is a biased behavioral response expressed over time.
• Churnhurn is a turnover in a firm’s customer base.
– Reducing churn is a major objective of many firms today.Reducing churn is a major objective of many firms today.
WHY?WHY?
© Copyright 2010 Anupam Kumar 9
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.
© Copyright 2010 Anupam Kumar 10
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
© Copyright 2010 Anupam Kumar 11
Customer Satisfaction & Retention
• Developing a marketing strategy for a particular segment includes identifying specific objectives to be pursued, such as1.1. Attracting new users to the product categoryAttracting new users to the product category
2.2. Capturing competitors’ current customersCapturing competitors’ current customers
3.3. Encouraging current customers to use moreEncouraging current customers to use more
4.4. Encouraging current customers to become repeat Encouraging current customers to become repeat purchaserspurchasers
5.5. Encouraging current customers to become Encouraging current customers to become committed customerscommitted customers
© Copyright 2010 Anupam Kumar 12
Product / Service Evaluation
Evaluation Factors
1. PERFORMANCE2. FEATURES3. SERVICE4. WARRANTY5. PRICE6. REPUTATION
Evaluation Stages Instrumental performanceInstrumental performance
relates to the physical functioning of the product.
Symbolic performanceSymbolic performance relates to aesthetic or image-enhancement performance.
Affective performanceAffective performance is the emotional response that owning or using the product or outlet provides
© Copyright 2010 Anupam Kumar 13
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.
© Copyright 2010 Anupam Kumar 14
Customer Satisfaction
• Similarly customer’s view about a product or service are useless if customer’s 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.
© Copyright 2010 Anupam Kumar 15
Customer Satisfaction Outcome
© Copyright 2010 Anupam Kumar 16
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
© Copyright 2010 Anupam Kumar 17
Kanos Model
+
+-
-
Satisfaction
Dissatisfaction
Service Dysfunctions
Service Functions
If the requirement is absent it does not cause dissatisfaction, but it will delight clients if present - "camera options in mobile"
Less satisfied when the product or service is less functional, but cannot increase satisfaction substantially if operational - "up-time in mobile"
The more requirements are met the more one is satisfied – “voice clarity, proper network, text messaging in mobile”
© Copyright 2010 Anupam Kumar 18
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 McGraw-
Hill 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;
© Copyright 2010 Anupam Kumar 19
For further details / comments
Contact:Anupam Kumar
Reader,SMS Varanasi
Email: [email protected]
