businees marketing management
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PURCHASE DECISION,INTERVENING FACTORS & POST
PURCHASE BEHAVIOR
Submitted by:-Sumit Singh D-28
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NON COMPENSATORY MODELS OFCONSUMER CHOICE
With non-compensatory models, evaluating attributes inisolation makes decision making easier for a consumer. In
this model there are 3 types of Heuristics. Heuristics are
rules of thumb or mental shortcuts in the decision choices.
Conjunctive heuristic:- consumer sets a minimumacceptable cutoff level for each attribute
Lexicographic heuristic:- consumer chooses the bestbrand on the basis of its perceived most important attribute
Elimination-by-aspects heuristic:- consumer comparesbrands on an attribute selected and eliminates that do not
meet minimum acceptable cutoffs
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INTERVENING FACTORS
Two general factors can intervene between
the purchase intention and purchase
decision:-
1) The first is the attitudes of others. The
extent to which another persons attitude
reduces our preference for an alternative
2) The second factor is unanticipated
situational factors that may erupt to change
the purchase intention
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STEPS BETWEEN ALTERNATIVE EVALUATIONAND PURCHASE
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UNANTICIPATED SITUATIONAL FACTORS
They are mainly perceived risk due to which customer avoidor postpone its purchase decision. Types of risk are:-
Functional risk:- the product does not perform up toexpectations.
Physical risk:- the product poses a threat to the physicalwell being or health of the user or others
Financial risk:- the product is not worth the price paid
Social risk:- the product result in embarrassment from
others Psychological risk:- the product affects the mental well
being of the user
Time risk:- the failure of product results in an opportunity
cost of finding another satisfactory product.
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POST PURCHASE BEHAVIOR
After the purchase, the consumer might experience
dissonance about their purchase and be alert to information
that supports their decision
Marketing communications should supply beliefs and
evaluation that reinforce the consumers choice and help
him or her feel good about the brand
Marketer must monitor post-purchase satisfaction and post-
purchase actions
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POST PURCHASE ACTIONS
Purchase
Post purchase
Dissonance
Usage
Non -use
Satisfaction
Evaluation
Dissatisfaction
CommittedCustomer RepeatPurchase IncreasedUse Brandswitching
Product
DisposalComplaint
Behavior
Discontinueduse
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CAUSES OF COGNITIVE DISSONANCE
Perceived risk
Performance risk
Physical risk
High financial commitment
High involvement level
High social visibilityDiscrepant information
Insufficient time to evaluate
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POST PURCHASE DISSONANCE
This is a common consumer reaction after making a difficult,
relatively permanent decision. Doubt or anxiety referred as
post purchase dissonance
The probability of a consumer experiencing post purchase
dissonance , as well as the magnitude of such dissonance is
a function of:-
Degree of commitment of the decision
Importance of decision to customer
Difficulty of choosing among the alternatives
Individuals tendency to experience anxiety
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PRODUCT NON-USE
Product non-use can be a significant
problem in some categories.
Non-use can indicate
a. the perception that the utility of product has
changed
b. situational influences have not been favorable for
product use(need to expand acceptable range of
situations)
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PRODUCT USE
Product purchase is normally followed by product use
(though not always)
Customers use products to fulfill needs it is not the
purchase which generally fulfills the need, but the
product use
It is of importance to know how the customer uses a
product
Satisfaction = Benefits Expectations
To increase satisfaction, it is imperative that consumers
receive maximum possible benefits
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REDUCING DISSONANCE
Marketers attempts:-
Match products to needs of consumer
Focus on benefits, products, packaging, promotion,
warranties, return policies, credit, installations, service,
etc
Provide post decision positive information
Consumers attempts:-
Increased the desirability of the brand purchased
Decrease the desirability of the brand rejected Decrease the importance of the purchase decision
Reverse the purchase decision (return the product before
use)
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HOW CUSTOMERS
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HOW CUSTOMERSUSE OR DISPOSE OF PRODUCTS