Consumer Behavior

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Chapter 16 Consumer Behavior and Product
Strategy
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16.1 A Expectancy Disconfirmation Approach to
Satisfaction
Prepurchase performance expectations
Post purchase performance perceptions
Disconfirmation
Satisfaction / dissatisfaction
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16.2 Categories of Brand Commitment and
Purchasing Patterns
Brand Loyalty
Variety Seeking
Consumer Commitment
Low High
Repeat Purchase
Varied Behavior
Single Multiple
Number of brands purchased in a particular time
period
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16.3 Brand Loyalty and Usage Rate
Brand Loyalty
Brand-loyal heavy users
Brand-loyal light users
Light usage
Heavy usage
Brand-indifferent light users
Brand-indifferent heavy users
Variety Seeking
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16.4 The Adoption curve
Innovators Early Early Late
Laggards adopters
adopters adopters

3-5 10-15 34
34 5-15
Adoption rate 0 100
Time
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16.5 Analyzing Consumer-Product Relationships

• Compatibility- How well does this product fit
  consumers current affect, cognitions and
  behavior?
• Triability-Can the consumer try the product on a
  limited basis with little risk?
• Observability- Do consumers see or otherwise
  sense this product?
• Speed- How soon do consumers experience the
  benefits of this product?

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16.6 Analyzing Consumer-Product Relationships,
cont.

• Simplicity - How easy is it for consumers to
  understand and use this product?
• Relative advantage- What makes this product
  better than competitive offerings?
• Product symbolism- What does this product mean to
  consumers?
• Marketing strategy- What is the role of other
  marketing mix elements in creating a functional
  or image-related relative advantage?