BUSMK-256 Lecture 19: Business Marketing - 19
18 Dec 2020
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Postpurchase behavior: realizing value: after buying a product, the consumer, compares it with his/her expectations and , is either satisfied or dissatisfied. If the consumer is dissatisfied, marketers must determine whether: the product was deficient, consumer expectations were too high. Tend to buy from the same seller each time a purchase decision arises: dissatisfied buyers, about 90 percent will not buy a product again, will complain to 9 people, the financial impact of repeat-purchase behavior can be significant. Is expensive: can have serious personal consequences, could reflect on one"s social image, with high involvement purchases, consumers are: Engaged in extensive information search: consider many product attributes and brands, use word-of-mouth. [figure 5-3] there are three general problem-solving variations in the consumer purchase decision process: extended problem solving, each of the five stages of the consumer purchase decision process is used. Includes considerable time and effort on external information search.
