Marketing: Post-Purchase Evaluation

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Questions and Answers

What was Tommy's primary consideration when evaluating alternatives?

The speed of service

The brand reputation

The filling nature of the food (correct)

The variety of options

Why did Tommy choose McDonald's over Spur?

Because Spur had a long waiting period

Because McDonald's offered a full meal with drink (correct)

Because McDonald's had a better brand reputation

Because Spur did not accept cash

What was a key factor in Tommy's vendor decision?

The price of the meal

The payment methods accepted (correct)

The quality of the food

The location of the vendor

How did Tommy's hunger influence his consumer decision-making process?

It made him prioritize filling food Signup and view all the answers

What benefit did Tommy derive from choosing McDonald's?

A full meal with drink Signup and view all the answers

Why did Tommy walk to the food court?

To find a place that would offer a fair amount of food for R50 Signup and view all the answers

What was the amount of money Tommy had to spend on food?

R50 Signup and view all the answers

What comes after the purchase decision in the consumer decision-making process?

Post-purchase behaviour Signup and view all the answers

What is post-purchase satisfaction (or dissatisfaction) related to?

How consumers experience a product after buying it Signup and view all the answers

Why do marketers follow up with consumers after a large purchase?

To hear how the consumer is experiencing the product Signup and view all the answers

What happens when a consumer experiences frustration or dissatisfaction after buying a product?

Cognitive dissonance Signup and view all the answers

What is an example of post-purchase action?

Putting a new cellphone in a drawer after buying it Signup and view all the answers

What is a common reason why consumers may not use a product after buying it?

Because they find it difficult to use compared to other brands Signup and view all the answers

What can happen when a consumer buys a product that promises results that are not true?

They experience cognitive dissonance Signup and view all the answers

Why do marketers evaluate post-purchase behavior?

To understand consumer satisfaction Signup and view all the answers

What is the goal of evaluating post-purchase satisfaction?

To understand consumer experiences Signup and view all the answers

What is the primary focus of marketers in understanding consumer decision-making?

The individual factors that influence consumer decisions, such as motivation and perception Signup and view all the answers

What is the main goal of marketers in understanding consumer decision-making?

To persuade consumers to purchase a specific brand or product Signup and view all the answers

What is the term for the process of receiving, organizing, and assigning meaning to information or stimuli detected by the five senses?

Perception Signup and view all the answers

What is the difference between a need and a want?

A need is a basic force, while a want is a learned behavior Signup and view all the answers

What is the term for a need or want that is sufficiently stimulated to move an individual to seek satisfaction?

Motive Signup and view all the answers

What is the stage of the decision-making process where the consumer evaluates alternative products or brands?

Assessment of alternatives Signup and view all the answers

What is the stage of the decision-making process where the consumer decides which product to buy and from which dealer?

Purchase decision Signup and view all the answers

What is the term for the behavior exhibited by consumers after they have made a purchase?

Post-purchase behavior Signup and view all the answers

Study Notes

Marketer's Responsibilities

Monitor post-purchase satisfaction or dissatisfaction to understand consumer experiences
Analyze post-purchase actions to determine consumer behavior after buying a product
Identify cognitive dissonance, which occurs when consumers experience frustration or dissatisfaction after buying a product

Types of Decision Making

Real decision making: Complex, conscious planning
Impulse decision making: Spur of the moment, with little planning
Habitual decision making: Brand loyalty, with little consideration of alternatives

Consumer Decision Making Process

Evaluation of Alternatives

Appraisal of attributes and benefits: Consideration of product features and advantages
Brand decision: Choice of brand, e.g. KFC, McDonalds, Steers
Vendor decision: Choice of vendor, e.g. McDonalds vs. Spur
Quantity decision: Decision on quantity of product, e.g. full meal with drink
Time decision: Decision on timing of purchase, e.g. quickest option
Payment method decision: Decision on payment method, e.g. cash payment

Post-Purchase Behaviour

Monitor post-purchase behavior to understand consumer satisfaction and loyalty
Identify other post-purchase behaviors, such as word-of-mouth marketing and repeat purchases

Influences on Consumer Decision Making

Marketing factors: Product, price, quality, distribution, and communication
Environmental factors: Economics, politics, culture, and technology
Group factors: Cultural, family, social class, reference groups, and opinion leaders
Individual factors: Motivations, perception, attitude, personality, lifestyle, and learning ability

Individual Factors Influencing Buying Decisions

Motivation: Needs, wants, and motives that drive purchasing decisions
Perception: The process of receiving, organizing, and assigning meaning to information or stimuli

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Description

Learn about post-purchase evaluation in marketing, including post-purchase satisfaction and post-purchase actions. Understand how marketers monitor consumer experiences with their products or services.