Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 18

PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit

Describe the various postpurchase processes engaged

in by consumers

Define and discuss postpurchase dissonance

Discuss the issues surrounding product use and nonuse and their importance to marketers

Summarize disposition options and their relevance to

marketers and public policy

Explain the determinants and outcomes of satisfaction

and dissatisfaction

Describe the relationship between satisfaction, repeat

Learning Objectives

Can emotional attachment sell brands?

 What are the top 5 brands in terms of consumer

 What is the relationship with emotional

attachment, loyalty, and repeat purchase?

Consumer Behavior In The News…

Can emotional attachment sell brands?

 What are the top 5 brands in terms of consumer

 Emotional attachment is important because it Emotional attachment is important because it

increases loyalty and purchase frequency.

Consumer Behavior In The News…

Postpurchase Consumer Behavior

Postpurchase Dissonance

Postpurchase Dissonance occurs when a consumer has

doubts or anxiety regarding the wisdom of a purchase

made and is a function of the following:

Postpurchase Dissonance

After the purchase is made, the consumer may utilize one

or more of the following to reduce dissonance:

 Increase the desirability of the brand purchased

 Decrease the desirability of rejected alternatives

 Decrease the importance of the purchase decision

 Reverse the purchase decision (return before use)

Postpurchase Dissonance

Consumption guilt

Consumption guilt - when

guilt feelings are aroused by

the product/service use

Marketers need to focus on

validating the consumption

for “high guilt” products

Indulging in chocolate for some can

cause consumption guilt

Postpurchase Dissonance

Courtesy Church & Dwight Co., Inc

Arm & Hammer’s

“countless uses for

Product Use

Retailers can promote such items

• jointly

• display them together, or

relevant complementary sales

Retailers can frequently take advantage of the fact that

the use of one product may require or suggest the use of

other products, e.g., dresses and shoes

Displaying complementary

products together

Product Use and Nonuse

Product Use

Stringent product liability laws have made firms

responsible for harm caused by products not only

when the product is used as specified by the

manufacturer, but

in any reasonably foreseeable use of the

products.

When marketers discover confusion about proper use,

they should engage in communications to increase the

chances of proper use

Product Use and Nonuse

Disposition

Product Disposition and Marketing Strategy

Marketers must be aware of the disposition factors that

ultimately affect consumer purchase decisions

Helping consumers with the disposition of a used product

can help the consumer through this process (e.g.,

developing products, packages and programs that

encourage proper disposition)

Disposition

YouTube Spotlight

Best Buy’s “Buy Back Program”

Viewer discretion due to language content

The Evaluation Process

Purchase Evaluation and Customer

Satisfaction

The Evaluation Process

Determinants of Satisfaction and Dissatisfaction

the product.

enhancement performance.

using the product or outlet provides

Purchase Evaluation and Customer

Satisfaction

Dissatisfaction Process

Marketing Strategy and Dissatisfied Consumers

Firms need to satisfy consumer expectations by

1 Creating reasonable expectations through promotional

efforts, and

2 Maintaining consistent quality so the reasonable

expectations are fulfilled.

Dissatisfaction Responses

Marketing Strategy and Dissatisfied Consumers

When a consumer is dissatisfied, the most favorable

consequence is for the person to communicate this

dissatisfaction to the firm but to no one else

Unfortunately, many individuals do not communicate their

dissatisfaction to the firm involved

Companies often make it difficult to complain or are

unresponsive to complaints

Dissatisfaction Responses

Creating Committed Customers

Is Increasingly the Focus of Marketing Strategy

Customer Satisfaction, Repeat Purchases, and Customer Commitment

Repeat purchasers

Repeat purchasers continue to buy the same brand

though they do not have an emotional attachment to it

Switching costs

Switching costs are the costs of finding, evaluating, and

adopting another solution

Brand loyalty

Brand loyalty involves commitment to the brand – it is a

biased behavioral response expressed over time

Customer Satisfaction, Repeat Purchases, and Customer Commitment

Do you know your Net Promoter Score?

Net Promoter Score (NPS) is an indirect word-of-mouth

(WOM) measure of true attitudinal loyalty

There are three categories of consumers:

1.Promoters

2.Passively satisfied

3.Detractors

NPS = Promoters minus Detractors

Customer Satisfaction, Repeat Purchases, and Customer Commitment

Repeat Purchasers, Committed Customers, and Profits

A churn is a turnover in a firm’s customer base churn

Reducing churn is a major objective of many firms today

It typically costs more to obtain a new customer than to

retain an existing one, and new customers generally are

not as profitable as longer-term customers!

Customer Satisfaction, Repeat Purchases, and Customer Commitment

Sources of Increased Customer Profitability over Time

Customer Satisfaction, Repeat Purchases, and Customer Commitment

Repeat Purchasers, Committed Customers, and

Marketing Strategy

Customer Satisfaction Outcomes

Customer Satisfaction, Repeat Purchases, and Customer Commitment

Relationship Marketing

Five key elements to Relationship marketing:

customer relationship

customers

Customer Satisfaction, Repeat Purchases, and Customer Commitment

The following Video Clip demonstrates

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Video Application