MKTG 4120 Consumer Behavior Final (ch 18)

Disposition of product

to get rid of: - recycle - throw away as garbage - trade in - sell or give away - loan

Take action

- complain to store or manufacture - stop buying that brand or at that store - engage in negative word-of-mouth - complain to private or government agencies - initiate legal actions

Concerns of product nonuse?

- consumer wasted money - marketer is unlikely to get repeat sales or positive referrals - difficult to correct

How do consumer reduce dissonance after a purchase is made?

- increase the desirability of the brand purchased - decrease the desirability of rejected alternatives - decrease the importance of the purchase decisions - reverse the purchase decision (return before use)

Dissatisfaction responses

- take action - take no action

Postpurchase dissonance is determined by

- the degree of commitment or irrevocability of the decision - the importance of the decision to the consumer - the difficulty of choosing among the alternatives - the individual's tendency to experience anxiety

What are the major postpurchase processes engaged in by consumers?

- usage - evaluation - satisfaction

Switching costs

Dissatisfied customer may remain repeat purchaser due to the costs of finding, evaluating, and adopting another solution is perceived to be to high

Brand loyalty

a biased behavior response expressed over time by a decision making unit with respect to one or more alternative brands out of a set of such brands that is a function of psychological processes

Dissatisfaction

a brand whose perceived performance falls below expectations - consumers may complain or initiate negative word-of-mouth

Committed customer

a consumer loyal to a brand (store or service) - has emotional attachment to a brand or firm. Relationship of brand and consumer is like a friendship. example: - "I trust this brand" - "I like this outlet" - "I believe in this firm"

Take no actions

consumer decides to live with the unsatisfactory situation

Repeat purchasers

continue to buy the same brand though they do not have an emotional attachment to it

What should marketers do with consumption guilt?

focus on validating the consumption of the product; find ways to give the consumer permission or a rationale for indulging in that consumption act

Consumption guilt

negative emotions or guilt feelings are aroused by the product/service

Product nonuse

occurs when a consumer actively acquires a product that is not used or used only sparingly relative to potential use

Satisfaction

perceptions of product performance match or exceeds minimum desired performance level - reduce level of decision making next time, positive word-of-mouth

Customer loyalty programs

provide benefit and value to customers - can be effective in generating committed customer if they understand and fulfill customer needs

Disposition of a product and/or its packaging

refers to how the product and/or packaging is disposed of before, during, or after product use

Disposition of packaging

retain: - store - use for original purpose - use for a new purpose

Postpurchase dissonance

the feeling of doubt or anxiety after making a difficult and relatively permanent decision