Chapter 15 Consumer Decision Making II: The Outcomes

Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das

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Types of Purchases
Trial Purchases Repeat Purchases

Long-Term Commitment Purchases

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Purchase Behaviour

Brand choice Store choice

Store-first or brand-first?

Payment option choice

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Store-first decisions

When evoked set consists of stores rather than brand when he/she thinks of a product category Store-first decisions require:
Distribution in all relevant stores Good point-of-purchase and in-store promotions Good shelf space Co-operative advertising programs
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Outlet Factors and Purchase

Retail store image

Pricing strategies and store image Product assortment and store image

Retail environment
Store layout In-store stimuli

In-store decisions
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In-store Decisions

Generally planned
Product category decided on prior to entering the store

Substitute purchases
Brands substituted in store due to promotions

Totally unplanned
Impulse purchases
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Gifting Behaviour

Gifting is an act of symbolic communication, with explicit and implicit meanings ranging from congratulations and love, to regret, obligation, and dominance.

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Gifting Subdivisions
Inter-group Gifting Intra-group Gifting Inter-category Gifting Interpersonal Gifting

Intra-personal Gifting
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Consumption Process

Products have special meaning and memories Brand loyalty

Defined in many ways

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Consumers Are Less Loyal - Why?

Abundance

of

choice Availability of information Entitlement

Commoditization Insecurity Time scarcity

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Customer Satisfaction and Dissatisfaction

Dissatisfaction occurs when there is a gap between expected and actual performance

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Types of Performance Expectations

Instrumental performance
The way a product actually functions

Symbolic performance
Style appearance and overall aesthetics of a product

Affective performance
How owning the product makes you feel
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Relationship Marketing

Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business.

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Purchase, Post-purchase Processes and Marketing Strategy

Encourage trial Encourage purchase and repeat purchase Increase brand loyalty Make efforts to increase customer satisfaction and decrease dissatisfaction Create symbolic meanings for products Check if consumers make store-first or brand first decisions; market accordingly Develop good relationship management strategies
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Outcomes of Post-purchase Evaluation

Actual Performance Matches Expectations

Neutral Feeling

Actual Performance Exceeds Expectations

Positive Disconfirmation of Expectations

Performance is Below Expectations

Negative Disconfirmation of Expectations

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