Post on 11-Apr-2017
5 STEPS IN CONSUMER POST-CHOICE EXPERIENCE
Decision Confirmation
Consumption
Experience Evaluation
Satisfaction/ Dissatisfaction
Future Response
CONSUMER PSYCHOLOGY OF SATISFACTION
Satisfaction is based on product/ service performance and
consumer expectation
5 FACES OF SATISFACTION1. Dissatisfaction: “what a waste of money”
2. Mere Satisfaction: “it’ll do for now”
3. Satisfaction as Contentment: “ it’s alright”
4. Satisfaction as Enthusiasm: “Can’t wait to use it”
5. Satisfaction as Delight: “ It’s the best experience ever”
FACTORS IN CONSUMER COMPLAINING
• Dissatisfaction intensity: How much it hurts?
• Attribution: Who is to blame?
• Personality: Do you have the guts?
CONSUMER PSYCHOLOGY IN THE DISPOSAL OF
GOODS
Recycling depends on:
• Motivation
• Ability or Opportunity
HOW INVOLVEMENT AFFECTS CONSUMERS’ POST-CHOICE
EXPERIENCE
Consumer notice Low-involvement products if the performance is superior or inferior
Consumers continue to pay attention to High-involvement products for reassurance
8 SHOPPER MOTIVES• Browsing: no intent to purchase
• Bargain Hunting: no imminent need
• Socialization: social interaction
• Seeking Status: sense of social status
• Market Learning: acquire information
• Recreation: sensory experiences
• Self-Gratification: rewarding oneself
• Acquisition: buy something
4 SHOPPING ORIENTATIONS
• Product Quality Shopper: Name brand
• Economic Shopper: best price
• Convenience Shopper: convenient
• Experience Shopper: Personalized attention
3 FACTORS THAT INDUCE BROWSING AND UNPLANNED
BUYING
• Consumer Factors: familiarity and mood
• Situational Factors: time pressure and shopping companion
• Store Factors: special store promotion and atmospherics
CONSUMER IMPULSIVITY AND 3 PROPERTIES OF IMPULSE
BUYING
Consumer Impulsivity: spontaneous consumption due to exposure
Characteristics of Impulsive Consumers:
• It is unreflective
• It occurs in proximity
• It is emotion-driven
STORE CHOICE PROCESSES FOR FOOD AND NON-FOOD
PRODUCTSFactors for food shopping and Non-food products are:
• Location/ Convenience
• Merchandise Quality
• Assortment
• Price
• Customer Service
• Wayfinding (store layout and signage)
• Atmospherics
FACTORS IN STORE LOYALTY
“WHAT” factors
Merchandise Quality
Assortment
Price Store brand
“HOW” factors
Ease of Merchandise Selection
In-store Information and Assistance
Convenience
Problem Resolution
Personalization
Atmospherics
FACTORS IN CHOOSING STORE BRAND
“WHO” factors
Lower socio-economic status
Larger families/ Families with children
Price sensitive/ Comparison shoppers
“WHY” factors
Motivation to save money
Better value for money
Quality gap not significant
POP-UP EXHIBITION, & PLAY STORES: HEDONIC AND SOCIAL
ROLES OF FANTASY MARKETSPACES
• Milking Consumers’ Impulsivity
• Crafting Store Atmospherics
• Winning Customer Loyalty