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7/31/2019 Businees Marketing Management

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PURCHASE DECISION,INTERVENING FACTORS & POST

PURCHASE BEHAVIOR

Submitted by:-Sumit Singh D-28


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NON COMPENSATORY MODELS OFCONSUMER CHOICE

With non-compensatory models, evaluating attributes inisolation makes decision making easier for a consumer. In

this model there are 3 types of Heuristics. Heuristics are

rules of thumb or mental shortcuts in the decision choices.

Conjunctive heuristic:- consumer sets a minimumacceptable cutoff level for each attribute

Lexicographic heuristic:- consumer chooses the bestbrand on the basis of its perceived most important attribute

Elimination-by-aspects heuristic:- consumer comparesbrands on an attribute selected and eliminates that do not

meet minimum acceptable cutoffs


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INTERVENING FACTORS

Two general factors can intervene between

the purchase intention and purchase

decision:-

1) The first is the attitudes of others. The

extent to which another persons attitude

reduces our preference for an alternative

2) The second factor is unanticipated

situational factors that may erupt to change

the purchase intention


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STEPS BETWEEN ALTERNATIVE EVALUATIONAND PURCHASE


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UNANTICIPATED SITUATIONAL FACTORS

They are mainly perceived risk due to which customer avoidor postpone its purchase decision. Types of risk are:-

Functional risk:- the product does not perform up toexpectations.

Physical risk:- the product poses a threat to the physicalwell being or health of the user or others

Financial risk:- the product is not worth the price paid

Social risk:- the product result in embarrassment from

others Psychological risk:- the product affects the mental well

being of the user

Time risk:- the failure of product results in an opportunity

cost of finding another satisfactory product.


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POST PURCHASE BEHAVIOR

After the purchase, the consumer might experience

dissonance about their purchase and be alert to information

that supports their decision

Marketing communications should supply beliefs and

evaluation that reinforce the consumers choice and help

him or her feel good about the brand

Marketer must monitor post-purchase satisfaction and post-

purchase actions


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POST PURCHASE ACTIONS

Purchase

Post purchase

Dissonance

Usage

Non -use

Satisfaction

Evaluation

Dissatisfaction

CommittedCustomer RepeatPurchase IncreasedUse Brandswitching

Product

DisposalComplaint

Behavior

Discontinueduse


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CAUSES OF COGNITIVE DISSONANCE

Perceived risk

Performance risk

Physical risk

High financial commitment

High involvement level

High social visibilityDiscrepant information

Insufficient time to evaluate


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POST PURCHASE DISSONANCE

This is a common consumer reaction after making a difficult,

relatively permanent decision. Doubt or anxiety referred as

post purchase dissonance

The probability of a consumer experiencing post purchase

dissonance , as well as the magnitude of such dissonance is

a function of:-

Degree of commitment of the decision

Importance of decision to customer

Difficulty of choosing among the alternatives

Individuals tendency to experience anxiety


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PRODUCT NON-USE

Product non-use can be a significant

problem in some categories.

Non-use can indicate

a. the perception that the utility of product has

changed

b. situational influences have not been favorable for

product use(need to expand acceptable range of

situations)


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PRODUCT USE

Product purchase is normally followed by product use

(though not always)

Customers use products to fulfill needs it is not the

purchase which generally fulfills the need, but the

product use

It is of importance to know how the customer uses a

product

Satisfaction = Benefits Expectations

To increase satisfaction, it is imperative that consumers

receive maximum possible benefits


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REDUCING DISSONANCE

Marketers attempts:-

Match products to needs of consumer

Focus on benefits, products, packaging, promotion,

warranties, return policies, credit, installations, service,

etc

Provide post decision positive information

Consumers attempts:-

Increased the desirability of the brand purchased

Decrease the desirability of the brand rejected Decrease the importance of the purchase decision

Reverse the purchase decision (return the product before

use)


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HOW CUSTOMERS


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HOW CUSTOMERSUSE OR DISPOSE OF PRODUCTS

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