Consumer Behaviour Purchase and Post Purchase Ref Chapter

Consumer Behaviour Purchase and Post – Purchase (Ref. Chapter 18) Bangor Transfer Abroad Programme

Consumer Behaviour Purchase decision Choosing alternative to buy Purchase May differ from decision – Time lapse, availability Bangor Transfer Abroad Programme

Consumer Behaviour Post – Purchase Evaluation • learned outcome from use/consumption • “cognitive dissonance” • Satisfaction / dissatisfaction Bangor Transfer Abroad Programme

Consumer Behaviour Cognitive Dissonance Inner tension that consumer experiences after recognisng an inconsistency between expectation and experience Bangor Transfer Abroad Programme

Consumer Behaviour Dissonance and Post. Purchase • Did I make a good decision? • Did I buy the right product? • Did I get good value? Bangor Transfer Abroad Programme

Consumer Behaviour Satisfaction Consumer discovers after purchase that the product: • Unexpected features / benefits • Performs at a higher level than expected Bangor Transfer Abroad Programme

Consumer Behaviour Dissatisfaction Consumer discovers after purchase that product: • Does not have all expected features • Fails to perform as expected • Is defective or flawed Bangor Transfer Abroad Programme

Consumer Behaviour Learning A process that creates changes in behaviour, immediate or expected, through experience and practice Bangor Transfer Abroad Programme

Consumer Behaviour Types of Learning Experiential – an experience changes behaviour Conceptual – not learned directly Bangor Transfer Abroad Programme

Consumer Behaviour Impact of Learning Brand Loyalty Lifetime Customer Value (LCV) Bangor Transfer Abroad Programme

Consumer Behaviour Brand Loyalty No Preference Brand Switcher Brand Loyal Brand Champion Bangor Transfer Abroad Programme

Consumer Behaviour Lifetime Customer Value The total value of spending by a customer – and the impact of customer recommendation on revenue – over the period customer is in a market Bangor Transfer Abroad Programme