Chapter 15
Consumer Decision Making II:
The Outcomes
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
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Pearson Education Canada Inc.
Types of Purchases
Trial
Purchases
Repeat
Purchases
Long-Term
Commitment
Purchases
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Purchase Behaviour

Brand choice
 Store choice
– Store-first or brand-first?

Payment option choice
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Store-first decisions

When evoked set consists of stores rather
than brand when he/she thinks of a product
category
 Store-first decisions require:
–
–
–
–
Distribution in all relevant stores
Good point-of-purchase and in-store promotions
Good shelf space
Co-operative advertising programs
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Outlet Factors and Purchase

Retail store image
– Pricing strategies and store image
– Product assortment and store image

Retail environment
– Store layout
– In-store stimuli

In-store decisions
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In-store Decisions

Generally planned
– Product category decided on prior to entering
the store

Substitute purchases
– Brands substituted in store due to promotions

Totally unplanned
– Impulse purchases
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Gifting Behaviour

Gifting is an act of symbolic
communication, with explicit and implicit
meanings ranging from congratulations and
love, to regret, obligation, and dominance.
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Gifting Subdivisions
Inter-group
Gifting
Inter-category
Gifting
Intra-group
Gifting
Interpersonal
Gifting
Intra-personal
Gifting
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Consumption Process

Products have special meaning and
memories
 Brand loyalty
– Defined in many ways
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Consumers Are Less Loyal - Why?
 Abundance
of
choice
 Availability of
information
 Entitlement

Commoditization
 Insecurity
 Time scarcity
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Customer Satisfaction and
Dissatisfaction

Dissatisfaction occurs when there is a gap
between expected and actual performance
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Types of Performance
Expectations

Instrumental performance
– The way a product actually functions

Symbolic performance
– Style appearance and overall aesthetics of a
product

Affective performance
– How owning the product makes you feel
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Relationship Marketing

Marketing aimed at creating strong, lasting
relationships with a core group of customers
by making them feel good about the
company and by giving them some kind of
personal connection with the business.
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Purchase, Post-purchase
Processes and Marketing Strategy







Encourage trial
Encourage purchase and repeat purchase
Increase brand loyalty
Make efforts to increase customer satisfaction and
decrease dissatisfaction
Create symbolic meanings for products
Check if consumers make store-first or brand first
decisions; market accordingly
Develop good relationship management strategies
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Outcomes of Post-purchase
Evaluation

Actual Performance Matches Expectations
– Neutral Feeling

Actual Performance Exceeds Expectations
– Positive Disconfirmation of Expectations

Performance is Below Expectations
– Negative Disconfirmation of Expectations
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