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Chapter 16 Consumer Behavior and Product Strategy.

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Presentation on theme: "Chapter 16 Consumer Behavior and Product Strategy."— Presentation transcript:

1 Chapter 16 Consumer Behavior and Product Strategy

2 Product Related Affect/Cognition
Consumer Satisfaction Consumers respond to Expectations Performance The discrepancy or difference between expectations and performance. Positive disconfirmation = satisfaction Negative disconfirmation = dissatisfaction

3 A Expectancy Disconfirmation Approach to Satisfaction
Prepurchase performance expectations Post purchase performance perceptions Disconfirmation Satisfaction / dissatisfaction

4 Product Related Behavior
Brand Loyalty/Variety Seeking Relates to the pattern of behavior, especially purchase behavior, over a period of time.

5 Categories of Brand Commitment and Purchasing Patterns
Loyalty Variety Seeking High Consumer Commitment Repeat Purchase Varied Behavior Low Single Multiple Number of brands purchased in a particular time period

6 Brand Loyalty and Usage Rate
light users Brand-loyal heavy users Light usage Heavy usage Brand-indifferent light users Brand-indifferent heavy users Variety Seeking

7 Strategies for Usage Rate Matrix
Brand-loyal heavy user: Encourage loyalty and encourage switching to our brand. Brand-loyal light user: Encourage greater usage rate. Variety seeking heavy user: Make firm’s brand a salient attribute. Variety seeking light user: Increase salience of brand name as attribute and increase usage.

8 The Adoption curve: Consumer Attributes
Innovators Early Early Late Laggards adopters adopters adopters % % % % % 0% 100% % Adoption rate Time

9 Product Strategy: Product Attributes
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?

10 Product Attributes (continued)
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?


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