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Chapter 15

Consumer Decision Making II:


The Outcomes

Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das

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Pearson Education Canada Inc.
Types of Purchases

Trial Repeat
Purchases 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 Inter-category
Gifting Gifting

Intra-group Interpersonal
Gifting 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 Commoditization
choice Insecurity

Availability of Time scarcity


information
Entitlement

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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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