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Copyright © 2006 Pearson Education Canada Inc. Chapter 15 Consumer Decision Making II: The Outcomes Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das.

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Presentation on theme: "Copyright © 2006 Pearson Education Canada Inc. Chapter 15 Consumer Decision Making II: The Outcomes Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das."— Presentation transcript:

1 Copyright © 2006 Pearson Education Canada Inc. Chapter 15 Consumer Decision Making II: The Outcomes Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das

2 Copyright © 2006 Pearson Education Canada Inc. 15-2 Types of Purchases Trial Purchases Repeat Purchases Long-Term Commitment Purchases

3 Copyright © 2006 Pearson Education Canada Inc. 15-3 Purchase Behaviour Brand choice Store choice –Store-first or brand-first? Payment option choice

4 Copyright © 2006 Pearson Education Canada Inc. 15-4 Store-first decisions When evoked set consists of stores rather than brand when he/she thinks of a product category Store-first decisions require: –Distribution in all relevant stores –Good point-of-purchase and in-store promotions –Good shelf space –Co-operative advertising programs

5 Copyright © 2006 Pearson Education Canada Inc. 15-5 Outlet Factors and Purchase Retail store image –Pricing strategies and store image –Product assortment and store image Retail environment –Store layout –In-store stimuli In-store decisions

6 Copyright © 2006 Pearson Education Canada Inc. 15-6 In-store Decisions Generally planned –Product category decided on prior to entering the store Substitute purchases –Brands substituted in store due to promotions Totally unplanned –Impulse purchases

7 Copyright © 2006 Pearson Education Canada Inc. 15-7 Gifting Behaviour Gifting is an act of symbolic communication, with explicit and implicit meanings ranging from congratulations and love, to regret, obligation, and dominance.

8 Copyright © 2006 Pearson Education Canada Inc. 15-8 Gifting Subdivisions Inter-group Gifting Inter-category Gifting Intra-group Gifting Interpersonal Gifting Intra-personal Gifting

9 Copyright © 2006 Pearson Education Canada Inc. 15-9

10 Copyright © 2006 Pearson Education Canada Inc. 15-10

11 Copyright © 2006 Pearson Education Canada Inc. 15-11

12 Copyright © 2006 Pearson Education Canada Inc. 15-12

13 Copyright © 2006 Pearson Education Canada Inc. 15-13 Consumption Process Products have special meaning and memories Brand loyalty –Defined in many ways

14 Copyright © 2006 Pearson Education Canada Inc. 15-14 Consumers Are Less Loyal - Why? Abundance of choice Availability of information Entitlement Commoditization Insecurity Time scarcity

15 Copyright © 2006 Pearson Education Canada Inc. 15-15 Customer Satisfaction and Dissatisfaction Dissatisfaction occurs when there is a gap between expected and actual performance

16 Copyright © 2006 Pearson Education Canada Inc. 15-16 Types of Performance Expectations Instrumental performance –The way a product actually functions Symbolic performance –Style appearance and overall aesthetics of a product Affective performance –How owning the product makes you feel

17 Copyright © 2006 Pearson Education Canada Inc. 15-17 Relationship Marketing Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business.

18 Copyright © 2006 Pearson Education Canada Inc. 15-18

19 Copyright © 2006 Pearson Education Canada Inc. 15-19 Purchase, Post-purchase Processes and Marketing Strategy Encourage trial Encourage purchase and repeat purchase Increase brand loyalty Make efforts to increase customer satisfaction and decrease dissatisfaction Create symbolic meanings for products Check if consumers make store-first or brand first decisions; market accordingly Develop good relationship management strategies

20 Copyright © 2006 Pearson Education Canada Inc. 15-20 Outcomes of Post-purchase Evaluation Actual Performance Matches Expectations –Neutral Feeling Actual Performance Exceeds Expectations –Positive Disconfirmation of Expectations Performance is Below Expectations –Negative Disconfirmation of Expectations


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