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Babasab Patil
Babasab Patil

Philip kotler marketing

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POST-PURCHASE BEHAVIOR 14
Post-Purchase Consumer Behavior
Post-purchase Dissonance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Post-purchase Dissonance (Contd..) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Post-purchase Dissonance ,[object Object],[object Object],[object Object],[object Object],[object Object]
Disposal Alternatives
Expectations, Performance & Satisfaction ,[object Object],[object Object],[object Object],[object Object],Perceived Performance Relative to Expectation Consumer Reaction Better Satisfaction Same Non-satisfaction (neutral) Worse Dissatisfaction
Service Quality - Expectation & Satisfaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Dissatisfaction Response – Customer Complaint Behavior Passives Voicers Irates Activists
“ To err is human– to recover, divine” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Effective Handling of Complaints
[object Object],[object Object],Brand Loyalty – Proportion-of-Purchases Method
Undivided loyalty: AAAAAAAA Occasional switch: AAA B AAA B Switch loyalty: AAAA BBBB Divided loyalty: AA B A BB A B Brand indifference: A B D C B A C D The different buying patterns, in which A, B, C and D are competing brands, can be portrayed as follows: Brand Loyalty – Proportion-of-Purchases Method (Contd..)

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