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Marketing Implications of Decisions Related to Post Purchase:Understanding

<< Decisions Related to Post Purchase:Product Set up and Use
Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior >>
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Consumer Psychology (PSY - 514)
VU
Lecture 40
Marketing Implications of Decisions Related to Post Purchase
Understanding:
 Understanding Marketing Implications on Decisions Related to Product Set Up and Use
1. Decisions Related to Post Purchase
Once a consumer makes a decision to purchase a product there can be several additional behaviors associated with
that decision. Two activities are of primary importance:
1. Decisions on the product's installation and use
2. Decisions on the products or services related to the items purchased
1. Decisions on the product's installation and use
All consumers who have purchased consumer durables are familiar with the need to have their product set up or
installed. The product must be ready for the buyer to use for examples: are cars, televisions, stereos, washing
machines, air conditioners.
Many simpler types of products require very little efforts in the way of set up. Even apparently simpler types of
products can be very complicated and frustrating for example kids' toys.
Elements of Product Set up (installation and use)
These include: instructions given to buyer for assembly and operation of the item, products such as autos,
calculators, microwave ovens, etc... require detailed explanations as to the methods of operations. In order to win
buyers satisfaction such brochures must be developed to provide sufficient instructional information. Additionally,
there is warranty information that covers buyer's protection in case of product failure. This is increasingly
significant element in today's high tech environment.
Marketing implications of Decisions on product Set Up and Use
Marketing implications of decisions on product set up and use are in the following areas:
1. Providing Information and Assistance
2. Understanding the user's Consumption System
3. Decisions About Warranties
4. Related Products and Services
1.
Providing Information and Assistance
Providing information and assistance can be seen in the contexts of full service retailers as well as self service
environments.
Full Service Retailers: provide the services of carefully installing and setting up as well as explaining the
operation to the users in case of durable goods such as cooking ranges, large screen televisions, etc...
Self Service: or warehouse environment, the consumer might assume the responsibility of delivery and installation
functions.
In any case there is an important need for the retailer to explain the customer the proper installation and operation
of the product. Unless such activities are conscientiously undertaken, consumer dissatisfaction is likely to result.
The consequence of dissatisfaction is likely to be poor word of mouth communications about the product, the
retailer or both. Manufacturers need to select the retailers very carefully and the retailer needs to be considerate of
such activities for the same reasons
The importance of information on product set up and use becomes even more critical in today's self service
economy. Consumers are buying many complicated products from self service and discount outlets which may
offer very little product information. As a result consumers have to rely exclusively on the literature that comes
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Consumer Psychology (PSY - 514)
VU
with the product. Consumer who fails to follow instructions with her microwave oven is likely to blame the
manufacturer rather than herself
2. Decisions on related products and services
It often happens that a buyer of one item becomes candidate for all sorts of options related to products or services
e.g. cars, cameras, etc... Many retailers have learnt that big profits are often associated with optional extras that a
consumer purchases.
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Table of Contents:
  1. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer Behavior
  2. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer research
  3. INTRODUCTION TO CONSUMER PSYCHOLOGY:Marketing Mix, Product, Price
  4. INTRODUCTION TO CONSUMER PSYCHOLOGY:Customer Value, Perceived Value
  5. VALUE AND RETENTION FOCUSED MARKETING AND CONSUMER DECISION MAKING PROCESS
  6. CONSUMER RESEARCH:Quantitative Research, Qualitative Research
  7. MAJOR STEPS IN CONSUMER RESEARCH PROCESS:Design of Primary research
  8. QUANTITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  9. QUANTITATIVE RESEARCH DATA COLLECTION TECHNIQUES:ATTITUDE SCALES
  10. QUALITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  11. CUSTOMER SATISFACTION MEASUREMENT, SAMPLING, AND DATA ANALYSIS AND REPORTING
  12. MARKET SEGMENTATION AND ITS BASES:Geographical Segmentation
  13. BASES FOR SEGMENTATION: DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION
  14. BASES FOR SEGMENTATION: SOCIOCULTURAL SEGMENTATION USE RELATED SEGMENTATION USAGE SITUATION SEGMENTATION
  15. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Intrinsic Cues
  16. BASES FOR SEGMENTATION: HYBRID SEGMENTATION STRATEGIES
  17. MARKET SEGMENTATION IMPLEMENTING SEGMENTATION STRATEGIES ENVIRONMENTAL INFLUENCES CULTURE
  18. HOW CULTURE IS LEARNT ENVIRONMENTAL INFLUENCES:Formal Learning
  19. CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES
  20. MEASUREMENT OF CULTURE ENVIRONMENTAL INFLUENCES:Consumer Fieldwork
  21. SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  22. AGE AND GENDER SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  23. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Market Segmentation
  24. SOCIAL CLASS CHAPTER 4: ENVIRONMENTAL INFLUENCES:Occupation
  25. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Affluent Consumer
  26. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Membership Group
  27. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Shopping Groups
  28. UNDERSTANDING PERSONALITY CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR
  29. CONSUMER PERSONALITY, TRAIT THEORY AND SELF IMAGES
  30. CONSUMER MOTIVATION:Needs, Goals, Generic Goals
  31. UNDERSTANDING LEARNING:Intentional and Incidental Learning, Implications for Marketers
  32. INSTRUMENTAL CONDITIONING, INFORMATION PROCESSING AND MEMORY
  33. ATTITUDES:Characteristics of Attitudes, Attitudes have consistency
  34. ATTITUDE FORMATION AND CHANGE:How attitudes are learned?
  35. ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes
  36. INTRODUCTION TO CONSUMER DECISION MAKING:Decision Complexity
  37. Problem Recognition, Search and Evaluation and Decision and Purchase
  38. Decision and Purchase:Consumer Decision Rules, Output, Relationship Marketing
  39. Decisions Related to Post Purchase:Product Set up and Use
  40. Marketing Implications of Decisions Related to Post Purchase:Understanding
  41. Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior
  42. Post Purchase Dissonance:Dissonance Reduction, Marketing Implications
  43. Consumerism:Roots of Consumerism, The Nature of Consumerism
  44. Consumerism Issues and Responses:Environmental Concerns, Consumer Privacy
  45. Review Consumer Psychology Course:Consumer Research, Consumerism