Post Purchase Behaviour

Post Purchase Behaviour:Purchase Evaluation, Customer Satisfaction : 

© Copyright 2010 Anupam Kumar 1 Post Purchase Behaviour:Purchase Evaluation, Customer Satisfaction Authored By: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com

Client Decision Making Process : 

© Copyright 2010 Anupam Kumar 2 Client Decision Making Process

Purchase Evaluation : 

© Copyright 2010 Anupam Kumar 3 Purchase Evaluation Evaluation of Alternatives Purchase Product Performance Satisfaction Dissatisfaction Product Expectation Confirmation or Disconfirmation

Understanding Post Purchase : 

© Copyright 2010 Anupam Kumar 4 Understanding Post Purchase Purchase Product Performance Satisfaction Dissatisfaction Confirmation or Disconfirmation

Post Purchase Behaviour : 

© Copyright 2010 Anupam Kumar 5 Post Purchase Behaviour Purchase Usage Post Purchase Dissonance Non Use Product Disposal Product Evaluation Customer Complaints Satisfaction Dissatisfaction Brand Switching Discontinued Use Committed Customer Repeat Customer Increased Use

Product Disposition : 

© Copyright 2010 Anupam Kumar 6 Product Disposition Recycle Give Away Trade in Throw Loan Sell Store Original Usage New Use Discard Retain Product Package For Sale For Use To End User Through Middlemen To Middle Men As Garbage As Litter

Customer Map : 

© Copyright 2010 Anupam Kumar 7 Customer Map

Customer Retention : 

© Copyright 2010 Anupam Kumar 8 Customer Retention 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. Churn is a turnover in a firm’s customer base. Reducing churn is a major objective of many firms today. WHY?

Repeat Purchase : 

© Copyright 2010 Anupam Kumar 9 Repeat Purchase Switchers with no loyalty Shifting Loyal moving from one brand to another. Split Loyal loyal to two or three brands. Hard-core Loyal who buy the brand all the time.

Repeat Purchase : 

© Copyright 2010 Anupam Kumar 10 Repeat Purchase Spurious Loyalty: Customers may repurchase a brand due to situational constraints (such as vendor lock-in), a lack of viable alternatives, out of convenience. Brand Loyalty: Customers have a high relative attitude toward the brand customers are willing to pay higher prices, they may cost less to serve, they can bring new customers to the firm

Customer Satisfaction & Retention : 

© Copyright 2010 Anupam Kumar 11 Customer Satisfaction & Retention Developing a marketing strategy for a particular segment includes identifying specific objectives to be pursued, such as Attracting new users to the product category Capturing competitors’ current customers Encouraging current customers to use more Encouraging current customers to become repeat purchasers Encouraging current customers to become committed customers

Product / Service Evaluation : 

© Copyright 2010 Anupam Kumar 12 Product / Service Evaluation Evaluation Factors PERFORMANCE FEATURES SERVICE WARRANTY PRICE REPUTATION Evaluation Stages 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

Customer Satisfaction : 

© Copyright 2010 Anupam Kumar 13 Customer Satisfaction Customers Experience of a Product or Service is Multifaceted so hard to Determine To get the Total Picture of Customer Satisfaction, it needs to be measured individually Customer satisfaction should not be viewed in a vacuum. For example, a customer may be satisfied with a product or service and therefore rate the product or service highly in a survey and yet same customer may buy another product.

Customer Satisfaction : 

© Copyright 2010 Anupam Kumar 14 Customer Satisfaction Similarly customer’s view about a product or service are useless if customer’s view about competitors products are not understood. The value customers places on the product compared to another may be a better indication of customer loyalty.

Customer Satisfaction Outcome : 

© Copyright 2010 Anupam Kumar 15 Customer Satisfaction Outcome

Customer Requirements : 

© Copyright 2010 Anupam Kumar 16 Customer Requirements NORMAL REQUIREMENTS Are typically what one gets by just asking customers what they want. EXPECTED REQUIREMENTS Are the obvious / compulsory requirements. Expected requirements must be fulfilled. For example, if meal is served hot, customers barely notice it. If it's cold or too hot, dissatisfaction occurs. EXCITING REQUIREMENTS Beyond the customer's expectations. Provided to excite customer Their absence do not form complaints

Kanos Model : 

© Copyright 2010 Anupam Kumar 17 Kanos Model If the requirement is absent it does not cause dissatisfaction, but it will delight clients if present - "camera options in mobile" Less satisfied when the product or service is less functional, but cannot increase satisfaction substantially if operational - "up-time in mobile" The more requirements are met the more one is satisfied – “voice clarity, proper network, text messaging in mobile”

Bibliography : 

© Copyright 2010 Anupam Kumar 18 Bibliography Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgements: wayofthewoo.blogspot.com; lung-cancer-blog.com; damncoolpics.blogspot.com;

For further details / comments : 

© Copyright 2010 Anupam Kumar 19 For further details / comments Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com