Consumer Behavior and Product Strategy

Chapter 16

consumer satisfaction
A critical concept in marketing thought and consumer research.

Expectancy Disconfirmation with performance Approach

Views consumer satisfaction as the degree to which a product or service provides a pleasurable level of consumption-related fulfillment

Pre purchase performance expectations

The consumers beliefs about thoughtsabout anticipated how well the performance of product the product. performed.

Post purchase performance perceptions

Refers to the difference between the two.

Disconfirmation

Satisfaction/Dissatisfaction

Positive Disconfirmation Expected performance

< Product performance > Product performance

Negative Disconfirmation Expected performance

Neutral Disconfirmation

Expected performance

= Product performance

Product Contact

Number of brands purchased in a particular time period

SINGLE MULTIPLE

HIGH

Brand Loyalty

Variety Seeking

Consumer Commitment
LOW

Repeat Purchase Behavior

Derived Varied Behavior

Brand Loyalty

Brand-loyal light users Light usage Brand-indifferent light users

Brand-loyal heavy users Heavy usage Brand-indifferent heavy users

Variety seeking

Packaging Objectives
Protect
Economical Convenient

Promote

Innovators Venturesome and willing 3-5%

Early Adopters

Early Majority

Late Majority

Laggards Traditional 5-16%

Respectabl e and Influential 10-15%

Avoid risks 34%

Skeptical and cautious 34%

Characteristics of Products
Observability

trialability
Speed

Product Symbolism
Compatibility

Competitive Advantage
Simplicity

Marketing Strategy
Promotion

Price Distribution

Consumer Behavior and Product Strategy

The End