Date post: | 14-Apr-2017 |
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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