Fichas
Post-Purchase Consumption
Fichas del conjunto (15)
- 1what are the post-purchase stages?
- 2what is postpurchase dissonance?the opposite of satisfaction, occurs with products that are: expensive, difficult (ie many alternatives), irrevocable
- 3How do consumers try to reduce post purchase dissonance?rationalise the decision as being wise, seek ads that support our choice, persuade friends/family to buy same, talk to other satisfied owners for reassurance
- 4How do marketers try to reduce post purchase dissonance?-comparative advertising (birds eye, other curries contain aftificial nasties, ours doesnt)
-reassurance (kia, you will be looked after if something goes wrong, hyundai, more concerned with functionality than image_ - 5how do marketers try to raise dissonance and why do they do it?-use negative advertising e.g. 'labour isnt working' ad which attempts to raise dissonance over the competing political party
- 6what is consumer product attachment?the strength of the emotional bond a consumer experiences with a product (Schifferstein)
- 7what are the 3 types of product use?-innovative use
-complementary use
-variability - 8what is innovative use?-consumer using product in a new way (e.g. washing up liquid to wash hands, baking soda whiten teeth, coke clean coins)
- 9what is complementary use?when the use of one product complements the use of another (e.g. lunch deals in sainsburys) these products are usually promoted jointly, displayed together and staff are trained to sell them jointly
- 10How do consumers evaluate products?what is the perceived performance relevant to the expectation? better:satisfied, same:non-satisfaction, worse:dissatisfaction
- 11what is satisfaction and why is it important?it is an attitude-like feeling of a customer towards a product or service after it has been used. it is important as it is the essence of success of a product and is the focus of a market-oriented firm
- 12How do firms manage satisfaction?-create reasonable expectations
-maintain consistent quality - 13How do consumers voice their dissatisfaction?-private action (stop buying, warn family/friends/online)
-direct action (complain to manufacturer)
-public action (complain to private/gov agencies) - 14How do firms manage dissatisfaction?want consumers to communicate their dissatisfaction to the firm and no-one else. Make it simple and rewarding to feedback upon experience (e.g. satisfaction surveys post-purchase, free phone number to call)
- 15what are the outcomes of satisfaction?-increased use
-repeat purchases
-brand loyalty
-WOM
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- Descripción
- Masters Degree (Consumer Behaviour) Marketing Fichas sobre Post-Purchase Consumption, creado por Madeline Briscoe el 03/01/2016.
- Creado por
- Madeline Briscoe
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