Consumer Behavior J' Schreiber

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Consumer BehaviorJ. Schreiber

• Chapter Eighteen (Hawkins)
• DM Post-purchase

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Three Post-Purchase Processes

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Product Use

• Marketers need to understand how consumers
  ___________________.
• _________________ refers to a consumer using a
  product in a new way.
• Marketers who discover new uses for their
  products can __________________.

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Product Use

• Retailers can frequently take advantage of the
  fact that the use of one product may
  _______________________ other products, e.g.,
  dresses and shoes.
• Retailers can promote such items

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Product Use

• ___________________________ have made firms
  responsible for harm caused by products not only
• when the product is used as ______________________
  _________, but
• in any ___________________________ of the
  products.

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Product Nonuse

• Product nonuse occurs when a consumer actively
  acquires a product that is _______________________
  __________________.
• The division between the initial purchase
  decision and the decision to consume is
  particularly strong with _________________________
  ___.

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Product Experiences Mood

• Moods - temporary positive/negative affective
  states that may impact the consumption experience
• Moods have a strong impact on what we
  _____________________________
• The mood state may impact the evaluation of the
  product _________________________________________

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Evaluation Customer Satisfaction
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Determinants of Satisfaction

• Instrumental performance relates to the
  _____________________ of the product.
• Symbolic performance relates to
  _________________________ performance.
• Affective performance is the ___________________
  that owning or using the product or outlet
  provides

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Dissatisfaction Responses
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Two Major Reasons Why Consumers Complain

What is the biggest product category for
complaints? -- low-cost items is around ____
-- high-cost items is around ____
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Influences on Likelihood of Complaining

• The level of __________________ increases
• The attitude of the consumer _____________________
  __ increases
• The amount of __________________ from complaining
  increases
• The _________________ for the problem
• The ________________ to the consumer
• The _____________________ to the consumer for
  complaining

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Dissatisfaction Marketing Strategy

• When dissatisfied, the most favorable response is
  for the person to communicate this
  ______________________________.
• Unfortunately, many individuals do not
  communicate their dissatisfaction ________.
• Companies often make it ______________ or are
  ____________ to complaints.

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Dissatisfaction Marketing Strategy

• _____________________ are one approach used by
  many companies.
• Consumers increasingly expect to be able to
  express complaints __________ - firms that
  respond quickly to such complaints can great
  __________________________.

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Relationship Marketing

• Relationship marketing is an attempt to develop
  an ______________________ with a firms
  customers.
• Relationship marketing involves

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Relationship Marketing

• Five key elements to Relationship marketing
• Developing a __________________ around which to
  build a customer relationship
• ________________ the relationship to the
  individual customer
• Augmenting the core service or product with
  _______________
• Pricing in a manner to ________________
• ______________________ so that they will perform
  well for customers

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Relationship Marketing

• ______________________, such as frequent-flier
  programs, are designed to generate repeat
  purchases. However, they do not necessarily
  create committed customers.
• Generating committed customers requires a
  ____________________ in the firm.

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Disposition

• Disposition of product or product container may
  occur _____________________. Or, for products
  that are completely consumed, __________________
  may be involved.
• A physical product often ________________ even
  though it may no longer meet a consumers needs.

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Disposition Marketing Strategy

• Five major ways disposition decisions that can
  affect a firms marketing strategy
• Reluctance to purchase a new item until they have
  _____________________________________.
• ________________________ to occur before
  acquiring a replacement due to space or financial
  limitations.
• Consumer selling, trading, or giving away used
  products may result in a _________________________
  ___.
• Many Americans are concerned with ______ and how
  their purchase decisions affect _______.
• __________________________ decisions benefit
  society as a whole, including the firms that are
  part of that society.