S10 - Evaluation, Purchase, Post-Purchase

12/16/2022
Consumer Behavior
Building Marketing Strategy
Fourteenth Edition
Mothersbaugh
Hawkins
Kleiser
Chapter 16
Alternative
Evaluation and
Selection
©2020 McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
Consumer Choice and Types of Choice

Processes 1
Access the text alternative for these images 16-2

©2020 McGraw-Hill Education
1
12/16/2022

Processes 3
Three types of consumer choice processes:
1. Affective Choice.
2. Attitude-Based Choice.
3. Attribute-Based Choice.
16-3

Processes 4
Affective Choice
Affective choices tend to be more holistic. Brand
not decomposed into distinct components for
separate evaluation.
Evaluations generally focus on how they will make

the user feel as they are used.
Choices are often based

primarily on the immediate
emotional response to the
product or service.
16-4
©2020 McGraw-Hill Education Damircudic/Getty Images
2
12/16/2022

Processes 6
Attitude- versus Attribute-Based Choice Processes
Attitude-Based Choice Attribute-Based Choice

• Involves the use of general • Requires the knowledge of
attitudes, summary specific attributes at the time
impressions, intuitions, or the choice is made, and it
heuristics; no attribute-by- involves attribute-by-attribute
attribute comparisons are comparisons across brands.
made at the time of choice.
16-5
Evaluative Criteria 1
Nature of Evaluative Criteria

Evaluative criteria are typically associated with
desired benefits and can differ in.
• Type.
• Number, and
• Importance.
16-6
3
12/16/2022
Measurement of Evaluative Criteria

Involves a determination of:
• The Evaluative Criteria Used.
• Judgments of Brand Performance on Specific Criteria.
• The Relative Importance of Evaluative Criteria.
16-7
Determination of Which Evaluative Criteria Are Used
1. Direct methods include asking consumers what criteria

they use in a particular purchase.
2. Indirect techniques assume consumers will not or

cannot state their evaluative criteria.
• Projective techniques - allow the respondent to indicate the

criteria someone else might use.
• Perceptual mapping - researcher uses judgment to determine

dimensions underlying consumer evaluations of brand similarity.
16-8
4
12/16/2022
Perceptual Mapping of Beer Brand Perception

Decision Rules for Attribute-Based

Choices 1
Conjunctive Rule.
Disjunctive Rule.
Non-compensatory
Elimination-by-Aspects Rule.
Lexicographic Rule.
Compensatory Rule.
16-10
5
12/16/2022
Consumer Behavior
Fourteenth Edition
Mothersbaugh
Hawkins
Kleiser
Chapter 17
Purchase
16-11
• ©2020©2020 McGraw-Hill
McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of
Education
McGraw-Hill Education.
Store-based Retailing
Reason Not to Shop In-Store Percent

Salespeople are poorly informed 74%
Waiting in long lines 73
Hard time finding things 64
Parking and traffic 64
Dealing with crowds 58
Hard to get someone to wait on you 54
The time it takes to shop 38
Don’t like shopping 34
Percentages sum to more than 100 because many consumers listed several reasons NOT to shop in-
store.
Source: From Roper Reports Telephone Survey, August 2003.
16-12
6
12/16/2022
Store-based Retailing
9
In-store shopping is perceived as neither fun nor efficient

by many. Retailers are trying to enhance the experiential
component through layout, music, personal shoppers, etc.
Stores can add value

by providing a fun
shopping
environment
16-13
©2020 McGraw-Hill Education © Lars A. Niki
Store-based Retailing 1
Attributes Affecting Retail Outlet

Selection
Retail outlet selection involves a comparison
of the alternative outlets on consumer’s
evaluative criteria:
• Outlet Image.
• Retailer Brands.
• Retail Advertising.
• Outlet Location and Size.
16-14
©2020 McGraw-Hill Education McGraw-Hill Education
7
12/16/2022
Outlet Atmosphere
Source: “Framework for Understanding Environment-User Relationships in Service Organizations,” Figure 2 in M. J.

Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” from the April 1992 issue
of the Journal of Marketing. Used by permission.

Consumer Characteristics and Outlet

Choice
Two consumer characteristics that are particularly
relevant to store choice:
1. Perceived Risk.
2. Shopping Orientation.
16-16
©2020 McGraw-Hill Education © Floresco Productions/age fotostock
8
12/16/2022
Online Retailing 3
Reasons Consumers Shop Online:

Reason to Buy Online Percent
Better prices 60%
More convenient 59
No shipping fees 42
Only available online 26
Option to pick up in store 17
Customer service is just as good 12
Same-day delivery 9
Ability to buy directly from social media platform 4
Online tools help me virtually try it out first 3
Percentages sum to more than 100 because many consumers listed several reasons for buying
online.
Source: Lightspeed/Mintel, “Online Shopping, U.S., May 2018,” www.mintel.com.

16-17
Online Retailing 4
Barriers to Online Shopping

Reason Not to Buy Online Percent
I buy it in-store instead 54%
Prefer to see it in person 49
Don’t want to pay shipping fees 27
Don’t want to wait on delivery 22
Prices are too high online 13
Prefer to talk to salesperson in person 10
Inadequate product descriptions 8
Poor product images 6
Percentages sum to more than 100 because many consumers listed several reasons for NOT buying
online.
Source: Lightspeed/Mintel, “Online Shopping, U.S., May 2018,” www.mintel.com.

16-18
9
12/16/2022
Mobile Retailing 5
Reasons to Download Shopping Apps Percent

To access discounts or offers 49%
To complete a purchase 37
Got a specific reward for downloading the app 34
To make a specific activity/task easier 32
Recommended by others 32
Past experience with a similar app 20
Activity unavailable on the mobile website 12
Percentages sum to more than 100 because many consumers listed several reasons to download
shopping apps.
Source: Google, “How People Shop on Their Phones,” Think with Google, October 2016.
16-19
Mobile Retailing 7
Emerging trends:
• Push-Based Apps.
• In-Store Beacons and Mobile
Ads.
• One-Click Mobile Payments.
• Augmented Reality (AR).
• Artificial Intelligence (AI).
16-20
©2020 McGraw-Hill Education Shutterstock/ImYanis Shutterstock/supparsorn
10
12/16/2022
Omni-Channel Retailing 10
Omni-Channel Retailing for the Omni-Channel Shopper

Because consumers access many channels--often
simultaneously, most retailers are engaging in multi- or omni-
channel marketing to reach consumers.
• Omni-channel shoppers are consumers who browse and/or
purchase using multiple channels.
16-21
©2020 McGraw-Hill Education Anna Zielinska/Getty Imagesv
Omni-Channel Shopping Behaviors
16-22
11
12/16/2022
Omni-Channel Retail Strategy

• Design the physical store to look like a
“showroom”.
• Educate employees to be more effective sales
associates.
• Provide in-aisle checkout service.
• Provide price comparison in-store.
16-23
Consumer Behavior
Fourteenth Edition
Mothersbaugh
Hawkins
Kleiser
• Chapter 18
• Post-purchase
Processes
16-24
• ©2020 McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of
McGraw-Hill Education.
12
12/16/2022
Purchase Evaluation and Customer

Satisfaction 1
The Evaluation Process

TABLE 18-1 Expectations, Performance, and Satisfaction
Expectation Level
Perceived Performance Below Minimum Above Minimum
Relative to Expectation Desired Performance Desired Performance
Better Satisfaction* Satisfaction/Commitment
Same Nonsatisfaction Satisfaction
Worse Dissatisfaction Dissatisfaction
*Assuming the perceived performance surpasses the minimum desired level.
16-25
Purchase Evaluation and Customer

Satisfaction 2
The Evaluation Process

Determinants of Satisfaction and Dissatisfaction
• Instrumental performance relates to the physical

functioning of the product.
• Symbolic performance relates to aesthetic or image-

enhancement performance.
• Affective performance is the emotional response that

owning or using the product or outlet provides.
16-26
13
12/16/2022
Satisfaction Process

Dissatisfaction Process

14
12/16/2022
Customer Satisfaction, Repeat

Purchases, and Customer Commitment 1
Creating Committed Customers

Is Increasingly the Focus of Marketing Strategy


Repeat purchasers continue to buy the same brand

though they do not have an emotional attachment to it.
Switching costs are the costs of finding, evaluating,
and adopting another solution.
Brand loyalty involves commitment to the brand – it is
a biased behavioral response expressed over time.
16-30
©2020 McGraw-Hill Education Shutterstock/www.3drenderediogos.com
15
12/16/2022

Repeat Purchasers, Committed Customers,

and Profits
A churn is a turnover in a firm’s customer base.
Reducing churn is a major objective of many firms
today.
Why?
It typically costs more to obtain a new customer
than to retain an existing one, and new customers
generally are not as profitable as longer-term
customers!
16-31

Do you know your Net Promoter Score?

Net Promoter Score (NPS) is an indirect word-of-
mouth (WOM) measure of true attitudinal loyalty.
There are three categories of consumers:
1. Promoters.
2. Passively satisfied.
3. Detractors.
NPS = Promoters minus Detractors.
16-32
16
12/16/2022

Customer Satisfaction Outcomes


Relationship Marketing
Five key elements to Relationship marketing:
1. Developing a core service or product around which to
build a customer relationship.
2. Customizing the relationship to the individual customer.
3. Augmenting the core service or product with extra
benefits.
4. Pricing in a manner to encourage loyalty.
5. Marketing to employees so that they will perform well
for customers.
16-34
©2020 McGraw-Hill Education Shutterstock/Aleksandra Gigowska
17

S10 - Evaluation, Purchase, Post-Purchase

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

S10 - Evaluation, Purchase, Post-Purchase

Uploaded by

Copyright:

Available Formats

12/16/2022

Consumer Choice and Types of Choice

Access the text alternative for these images 16-2

Consumer Choice and Types of Choice

Three types of consumer choice processes:

Consumer Choice and Types of Choice

Evaluations generally focus on how they will make

Choices are often based

Consumer Choice and Types of Choice

Attitude- versus Attribute-Based Choice Processes

Attitude-Based Choice Attribute-Based Choice

Nature of Evaluative Criteria

Measurement of Evaluative Criteria

• The Evaluative Criteria Used.

• Judgments of Brand Performance on Specific Criteria.

• The Relative Importance of Evaluative Criteria.

Determination of Which Evaluative Criteria Are Used

1. Direct methods include asking consumers what criteria

2. Indirect techniques assume consumers will not or

• Projective techniques - allow the respondent to indicate the

• Perceptual mapping - researcher uses judgment to determine

Perceptual Mapping of Beer Brand Perception

Access the text alternative for these images 16-9

Decision Rules for Attribute-Based

Reason Not to Shop In-Store Percent

Source: From Roper Reports Telephone Survey, August 2003.

In-store shopping is perceived as neither fun nor efficient

Stores can add value

Attributes Affecting Retail Outlet

Source: “Framework for Understanding Environment-User Relationships in Service Organizations,” Figure 2 in M. J.

Access the text alternative for these images 16-15

Consumer Characteristics and Outlet

Reasons Consumers Shop Online:

Source: Lightspeed/Mintel, “Online Shopping, U.S., May 2018,” www.mintel.com.

Barriers to Online Shopping

Source: Lightspeed/Mintel, “Online Shopping, U.S., May 2018,” www.mintel.com.

Reasons to Download Shopping Apps Percent

Omni-Channel Retailing for the Omni-Channel Shopper

Omni-Channel Shopping Behaviors

Omni-Channel Retail Strategy

Purchase Evaluation and Customer

The Evaluation Process

Purchase Evaluation and Customer

The Evaluation Process

• Instrumental performance relates to the physical

• Symbolic performance relates to aesthetic or image-

• Affective performance is the emotional response that

Access the text alternative for these images 16-27

Access the text alternative for these images 16-28

Customer Satisfaction, Repeat

Creating Committed Customers

Access the text alternative for these images 16-29

Customer Satisfaction, Repeat

Repeat purchasers continue to buy the same brand

Customer Satisfaction, Repeat

Repeat Purchasers, Committed Customers,

Customer Satisfaction, Repeat

Do you know your Net Promoter Score?

NPS = Promoters minus Detractors.

Customer Satisfaction, Repeat

Customer Satisfaction Outcomes

Access the text alternative for these images 16-33

Customer Satisfaction, Repeat