Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior

1. CONSUMER’S CHOICE &
POST PURCHASE
BEHAVIOUR
Prepared By:
Mrs. Puspanjali Bhandari

2. Consumers’ Choice
Consumer choice refers to the decisions that
consumers make with regard to products and
services. When we study consumer choice
behaviour, we examine how consumers decide
which products to purchase or consume over time.

3. Types of Consumer Choice:
1.Affective Choice
2.Attribute-based choice
3.Attitude-based choice
4.Rational Choice

4. 1)Affective Choice: As a consumer shops at a local
store, one camera catches her eye: she examines it,
looking at the lines and overall look. She thinks the
camera looks modern, and cool. She examines
another camera , but she thinks it looks too serious
and boring. After a few more minutes of
contemplation(thought) about what a great
impression she would make using the first camera
to take pictures at parties and weddings, she
decides to buy the first camera.

5. 2) Attitude-based Choice: The consumer
remembers that her friend’s new Olympus Stylus
worked well and looked “good”; her parents had a
Kodak Easyshare that also worked well but rather
expensive; and her old Fujifilm had not performed
well as she had expected. At her local near by store
she finds both Olympus and Kodak are about the
same price and decides to buy Olympus Stylus.

6. 3) Attribute-based Choice: After consuming the
internet to determine what features she is most
interested in, the consumer then goes to her local
store and compares the various brands on the features
most important to her- namely; camera size, zoom,
automatic features, and storage size. She mentally
ranks each model on these attributes and her general
impression of each model’s quality. On the basis of
those evaluations, she chooses the Nikon Camera.

7. 4) Rational Choice: A rational behaviour decision-
making process is based on making choices that
result in the most optimal level of benefit or utility
for the individual. Most conventional economic
theories are created and used under the assumption
all individuals taking part in an action/activity are
behaving rationally.

8. Brand Choice
Brand preference is strongly linked to brand choice that
can influence the consumer decision making and activate
brand purchase. "Brand Preferences can be defined as the
subjective, conscious and behavioural tendencies which
influence consumer’s predisposition toward a
brand". Understanding the brand preferences of
consumers’ will dictate the most suitable and successful
Marketing Strategies. One of the indicators of the strength
of a brand in the hearts and minds of customers, brand
choice represents which brands are preferred under
assumptions of equality in price and availability.

9. There are at least three classes of methodologies to
measure brand choice directly:
Survey questions
Brand choice measures (choice of preferred brand
from a competitive set of brands).
Constant sum measures (planned purchases
amongst a competitive set of brands).

10. Factors affecting brand choice
Uniqueness/Innovation
Quality
Price
Cultural Factor
Attributes/ Packaging
Reference Group
Company Image

11. Why do people shop?
Personal Motives
Social Motives

12. Store Choice
Consumer’s engage in a decision-process approach
for store choice as well as for product and brand
choices. For eg: Consumers may face a complex
store choice decisions, or they face a complex deor
durables. cision process as new store patterns are
being developed, particularly for clothing.

13. Factors determining store Choice
Store Location
Store design and Physical Facilities
Advertising and Sales Promotion
Personnel
Customer Service
Clientele ( social- class membership)

14. Post Purchase Dissonance
Post purchase dissonance is when the customer
may be unsatisfied or unsure of their purchasing
decision; they may rethink about there decision on
post purchase stage. This is basically due to the
difference between what they actually expected to
have and what they really experienced.
The customer encounters higher level of
dissatisfaction in this stage. Eg: Cashmere Sweater.

15. Dissonance theory was derived from two basic
principles.
a)Dissonance is uncomfortable and will motivate the
person to reduce it.
b)Individuals experiencing dissonance will avoid
situations that produce more dissonance.

16. Post purchase Consumer Behavior

17. Reasons behind Post-Purchase Dissonance
Once a minimum threshold of dissonance tolerance is
passed. That is, consumers may tolerate a certain level
of inconsistency in their lives until this point is
reached.
The action is irrevocable. For eg: when the consumer
purchases a new car, there is little likelihood that he
will be able to reverse his decision and get his money
back.
Alternatives available are quite dissimilar in their
qualities.

18. Unselected alternatives have desirable features.
Back days, cameras like Canon, Kodak, Minolta,
and Pentax (brands not selected), all had attractive
features.
There are several desirable alternatives. Today’s
car buyer, for example; has an abundance of
choices among the similar attractive models. They
may face difficulty in making a brand choice
amongst the wide range of store and brand options,
are most likely to experience greater magnitude of
post purchase dissonance.

19. Dissonance Reduction:
Changing product evaluation
Seeking new information to support choice
Change his/her attitude (reason to buy that product
is coupon offers)

20. A concept very similar to post purchase dissonance
is consumption guilt. Consumption guilt occurs
when negative emotions or guilt feelings are
aroused by the use of a product or a service.

21. Product use and non-use
Product Use
Retailers can frequently take advantage of the fact that
the use of one product may require or suggest the use of
other products, e.g., dresses and shoes, Bikes and
helmets,etc.
Marketer can frequently take advantage of the fact that
the use of one product may require or suggest the use of
other product. Thus, marketer need to understand how
consumers use their products for a variety of reasons.

22. Retailers can promote such items
• jointly
• display them together, or
• train sales personnel to make
relevant complementary sales

23. Stringent(strict) product liability laws have made firms
responsible for harm caused by products not only
when the product is used as specified by the
manufacturer, but in any reasonably foreseeable
(situation that can be guessed) use of the products.
Thus, the manufacturer must design products with both
the primary purpose and other potential uses in mind.
This requires substantial research in how actually
consumer use products.

24. Product Non-use
Product non-use occurs when a consumer actively
acquires a product that is not used or used only
relative to potential use.
For.eg: My ingenious idea was that I’d lose a few
pounds and fit into the size 4 rather than gain a few
and fit into the size 6. Obviously, I never lost the
weight, so the skirt was snug.

25. Product Disposition
(Methods)

26. Trade In: sale on discount or offer. i.e. Trade-in
discount/allowance
Loan: temporary transfer of property

27. Disposition alternatives and Determinants:
There are various alternatives for disposing of a
product. In addition, the method of disposition may
vary considerably across products. At present little
is known about the factors that influence the
disposition choice made by the consumer. The
following categories of factors have been
suggested however.

28.  Psychological characteristics of the decision
maker: personality, attitudes, emotions, perception,
learning, creativity, intelligence, social class, level
of risk tolerance, peer pressure, social conscience
and so on.
Factors intrinsic to the product condition, age,
size, style, value colour, power source of the
product, technological innovations adaptability,
reliability, durability initial post, replacement cost,
and so on.

29. Situational factors extrinsic to the product
finances storage space, urgency, fashion changes,
circumstances of acquisition (gift versus purchase)
functional use, economics (demand and supply)
legal, considerations (giving to avoid taxes) and so
on.
Disposal of products often occurs in connection
with the changing roles and status of consumers.
Like marrying, having children, moving, divorcing,
changing jobs, and retiring.

30. Satisfaction and Dissatisfaction
(Expectations, Performance and Satisfaction)

31. A particular alternative such as a product, brand, or retail
outlet is selected because it is thought to be a better
overall choice than other considered alternatives in the
purchase process. Whether that particular item is selected
because of its pre-assumed superior functional
performance or because of some other reason, such as a
generalized liking of the item or outlet, the consumer has
a level of expected performance for it.

32. The table shows that an outlet or brand whose
performance confirms a low performance expectation
generally will result in neither satisfaction nor
dissatisfaction but rather with what can be termed as
non-satisfaction. That is, the customer is not likely to
feel disappointment or engage in complaint behaviour.
However, this purchase will not reduce the likelihood
that the consumer will search for a better alternative
the next time the problem arises.

33. A brand whose perceived performance falls below
expectations generally produces dissatisfaction. If
the discrepancy between performance and
expectations is sufficiently large, or initial
expectations were low, the consumer restarts the
entire decision process.in addition, the consumer
may complain or initiate negative word of mouth.

34. When the perceptions of product performance
match expectations that are at or above the
minimum desired performance level, satisfaction
generally results. Likewise, performance above the
minimum desired level that exceeds the lower
expectation tends to produce satisfaction.
Satisfaction reduces the level of decision making
next time the problem is recognised. Satisfied
customers are also likely to engage in positive
word-of mouth, can lead to acquisition of new
customers.

35. Dissatisfaction Response (Consumer Complaint
Behaviour)

36. Customer Satisfaction Outcomes

37. Marketing Strategy and Dissatisfied
Consumers
Firms need to satisfy consumer expectations by;
1. Creating reasonable expectations through
promotional efforts, and
2. Maintaining consistent quality so the reasonable
expectations are fulfilled.

38. When a consumer is dissatisfied, the most
favorable consequence is for the person to
communicate this dissatisfaction to the firm but to
no one else.
Unfortunately, many individuals do not
communicate their dissatisfaction to the firm
involved.
Companies often make it difficult to complain or
are unresponsive to complaints.

39. Satisfaction and Brand Loyalty
Customer satisfaction and brand loyalty is an
emerging phenomenon that is considered a vital issue
for which the business firms are very sensitive. The
main objective behind its improvement is to see the
consumer purchasing behaviour which is very
important in company’s performance and maintain
sustainable growth in a highly competitive
environment.

40. Brand Loyalty Model
Brand
Performance
Customer
Satisfaction
Brand Loyalty

41. Strategic Implication of Post purchase
Evaluation
Marketers may have to become more involved in
facilitating consumer psychological attributes that
affects the decision making.
Marketers may know about the evaluation criteria's
that are drawn by customers for product
evaluation.
Post purchase evaluation can influence company’s
marketing strategy through the final response
received after decision making.

42. The feedbacks that the customers receives from
post purchase evaluation helps to make
adjustments in future purchasing strategies.
The marketer can effectively use information on
consumer disposition decisions in developing
promotion strategy.
When the evaluation stage receives the strong
degree of consumer satisfaction, marketers focus
more on customer retention through differentiation
strategy.