Consumer

Decision Process

–

Post Purchase

Behaviour

Presented By-KumudShreeyaVikas

IntroductionAfter buying the goods, what consumer thinks or feels about the product while using it.

In certain purchases, consumer experiences Post-Purchase dissonance.

Dissonance theory involve 2 basic principles:-Reduce itAvoid it

Continues.....

Dissonance happens when more than one alternatives are available.

Doubt or anxiety resulting from such a decision is termed as Post-Purchase Dissonance.

Factors of Dissonance

Degree of irrevocability of the decision.

Importance of decision to the consumer.

Difficulty of choosing among the alternatives.

Individual’s tendency to experience anxiety.

Reason of Dissonance

Alternative Attributes of the product.

Purchase characterized as High involvement.

Continues…

Dissonance is more likely to be strongest for Durable products.

Once dissonance is passed, it becomes increasingly unpleasant.

Consumer uses to take a step for avoid or reduce it.

Approaches to minimize

Increase the desirability of the brand purchase.

Decrease the desirability of alternative not selected.

Decrease the importance of the purchase decision.

Return the product before using it.

Continues….•Sometimes consumers reduce Post-Purchase Dissonance by Internal re-evaluation.

•In this process, they enhance the Value of attributes of the selected Brand.

•They decrease the value of attributes present in Brand not selected.

•Searches the favorable information that serves the wisdom of a particular purchase choice.

Purchase Evaluation & Satisfaction/

DissatisfactionConsumer’s post-purchase evaluation process is influenced by-

a. Purchase process itself

b. Post-purchase dissonance

c. Product use &

d. Disposal of product/package

Relationship of Expectation, performance & satisfaction

Level of expectation

Perceived performance relative to

expectation

Below minimum desired

performance

Above minimum desired

performance

More than expected Satisfaction Satisfaction/

Commitment

Same as expected Non-satisfaction Satisfaction

Worse than expected Dissatisfaction Dissatisfaction

Satisfaction/dissatisfaction determinants

Consumers buy products not only for what they can do but also for what they mean. Two dimensions are:-

1. Instrumental performance

2. Symbolic performance

Instrumental performance

Instrumental performance related to the physical functioning of the product.

Proper operation of the product is vitally important such as camera, microwave oven, Vacuum cleaner, Sewing machine, & others.

Symbolic performance Symbolic performance refers to performance that relates to aesthetic or image enhancement.

For example, the durability of a winter jacket refers to instrumental performance while its styling represents symbolic performance.

Implication for Marketers

Creating reasonable expectations among consumers

Ensure consistency in product quality

Negative word-of-mouth communications

Develop an efficient system to receive complaint

Simply receiving complaints efficiently is not enough

India is an area of major opportunity for business

Intel Pentium problem

Negative publicity & harmed the company image

Better strategy is anticipating dissatisfaction

Johnson & Johnson company , LifeScan

ThankYou