Describe the different tastes, needs, and customs of your intended customers. Would these differences be consistent or different among multiple countries in a geographic region?

Evaluation of Alternatives, Purchase Decision, Post Purchase Behavior.html

Evaluation of Alternatives, Purchase Decision, Post Purchase Behavior

After identifying the desired attributes, evaluation of alternatives is the next stage of the consumer buying decision process. Using some type of point score system, the consumer evaluates different brands by comparing the desired attributes with the attributes of these brands. The consumer may have his or her own quality values to point-score the attributes. For example, the consumer can evaluate an attribute by allocating it a high, medium, or low quality value.

Moreover, the consumer’s buying decision may be influenced by a brand preference he or she has developed on the basis of personal experience or the experience of family and friends. The consumer may favor specific attributes offered by a particular brand over others. The final decision can even be influenced by reading reviews in magazines.

Marketing managers need to have a thorough understanding of the attributes their target consumers prefer and the ranks they allocate to these attributes. At this point, a well-designed marketing campaign plays an important role in helping a consumer decide and select the product of his or her choice. The campaign should take the message clearly to the target audience, highlighting the desirable attributes.

After a customer evaluates a product, he or she makes a purchase decision. At this juncture, the consumer might choose to make the purchase by going to the dealership, by placing a purchase order over the phone, or by searching for information on the Internet.

Post purchase behavior is the fifth and final stage of the consumer buying decision process. Research shows that a consumer often has doubts about the product he or she has purchased and terms this as post purchase behavior. A buyer needs reassurance that he or she has bought a reliable and dependable product.

You have decided to buy. You purchase the Apple iPod in apple green color online at Amazon.com because you qualify for free shipping. You decide to buy the Velcro armband that will hold the iPod while you jog, but you do not buy other optional equipment or extras. Now what?

Implementing the consumer decision making process is not the end. In fact, the purchase is often the start of a new experience that will influence your current reference groups as well as create new reference groups.

After you buy the iPod you evaluate the purchase. You may feel some cognitive dissonance: “I can’t believe I just spent every last bit of my graduation money my aunt gave me!” You may feel excited: “I bought it, finally!” Therefore, you may feel that it was a hasty decision or you may feel happy.

Whether or not you act on your feelings depends on your personality, how much the money means to you, the time frame available, and the importance of your relationship with the giver of the graduation gift. In addition, your perception of Apple versus other competitors may well contribute to your decision.

After the purchase of the iPod, your post-purchase behavior may be nearly as chaotic and intense as that during the purhase.

 

Post-purchase typically leads to different behaviors and feelings in consumers.

The post-purchase issues that consumers often face include:

Use of the product or service—appreciation, length of use

Sense of possession—how does it make you feel when you run at the gym with your iPod and others have cassette players?

Collecting similar products, using the same company and brand

Disposing of the product or service when no longer necessary or functioning

There are feelings and emotions that are part of the post-purchase process too, which can be positive or negative depending on previous experience:

Consumer satisfaction

Change in brand perception

Change in quality of life

Change in attitude, lifestyle, emotion about the product

Changes in activities and habits that stem from using the product

In the example of the iPod you also need to consider your general perception of the company, the brand, and the product or service you purchased.

How do you feel about the iPod compared to other MP3 players that you could have purchased? How do you feel using the iPod when compared with your old portable cassette player? How do you feel about Apple computers? Have they provided the required service? Did the iPod come with batteries and all add-ons? Was it packaged and sealed appropriately? What was your experience in service and warrantee issues?

How was the online purchase experience? Will you buy from Amazon.com again, or did you find an iPod at a better price elsewhere a week later? Was the process of buying simple? Did someone steal your credit card number? Was the delivery slow? Did they try to charge you for shipping that was supposed to be free? Note that you form an opinion of the distribution point, just as you do of the product and the company.

There are other relationships that may have been altered, for good or bad, in this transaction. If your credit card number actually was stolen how did your bank handle it? Did their behavior alter your opinion of who you will buy banking services from in the future?

Did you buy the iPod or use Amazon.com at the suggestion of one of your reference group members? If your new friend’s suggestion did not work out, you may choose to disregard his or her advice in the future. If it worked out, you will likely seek information and advice from this person in the future.

You learned that purchase and post-purchase behaviors are not the end of the process. In reality, the outcomes of purchase and post-purchase behaviors alter or support perceptions, expectations, influence groups, lifestyle, and information sources. You are more likely to change your behavior as a result of a purchase than you are based on research!

Additional Materials

View the PDF transcript for Evaluation of Alternatives

View the PDF transcript for Purchase Decision

View the PDF transcript for Postpurchase Behavior

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MBA6011_Strategic Marketing

© 2011 South University

Evaluation of Alternatives

The information search stage provides the couple with the relevant details about each brand. But how should the couple eventually choose from the available alternatives? Which brand should the couple purchase? Should it be A, B, or C?

Let’s see how the couple evaluates the available alternatives.

Three weeks later . . .

Husband: We have three models that we need to focus on: Tiger, Saber, and Leo. Wife: Let’s visit these dealerships this weekend. The following point score is given to each attribute:

Brand

Attributes Tiger Saber Leo

Lifestyle image Medium High Medium

 

Service offerings Low Medium High

Price High Low Low

Safety High Medium High

Rank Third choice Second choice First choice

Husband: Leo looks like the best bet. Let’s check it out.

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MBA6011_Strategic Marketing

© 2011 South University

Purchase Decision

Let’s see how the couple arrives at a purchase decision. Husband: How do you feel about the various dealers that we’ve visited over the past three weeks? I kind of lean toward Red’s auto dealership. This guy has lived in our community forever, and he is always helping the city with different types of social work. So I feel I owe something to the guy.

Wife: Are you kidding me? What does this public relations guy have to do with us buying a car? Since when do you like this guy? Besides, I think he is flamboyant and arrogant. If you are so gung ho about helping the city, we should buy the car from a minority dealership in the east side of the town.

Husband: I think he is a decent guy. I was also thinking about the last car we purchased and the bad experience we had with the dealer. I don’t want to go through that again.

Wife: Neither do I, but that was a long time ago. We should make our decision on the basis of experience and common sense, not feelings. Let’s go and visit Trinity Car Dealership; I heard that its service is excellent, and moreover, it’s the closest to our house.

Husband: OK.

At the Trinity dealership . . .

Dealer: Good morning! What can I do for you?

Husband: Ahem . . . good morning! We’d like to see your midrange models.

Wife: We’d also like to have information about your “exchange the old car for new” plan and some information on payment options.

Dealer: Please wait for ten minutes. I am busy at the moment. Anyway, we are not offering any exchange plans at present.

Wife: Well, in that case, thank you very much for your time. We’ll come back when someone can answer all of our questions.

In the car, while going back . . .

Husband: What was that all about? You were rude with that man. He was just doing his job.

Wife: He denied the exchange plan mentioned in Leo’s ads. How could he do it?

Husband: Maybe he is not aware of the exchange plan advertised by Leo. You only said that we should use common sense and not be guided by feelings.

Wife: I know. Let’s come back some other time.

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MBA6011_Strategic Marketing

© 2011 South University

Two weeks later, at the same dealership . . .

Dealer: Well, the Leo model you selected comes with a three-year bumper-to-bumper warranty and the interest rate of 2.9 percent for sixty months. We will also give a good price on your old car. You are also qualified for a discount on your car insurance.

Wife: Car insurance? We totally forgot about the cost of the insurance. I am sorry, but my husband and I need to discuss this further. We’ll call you back.

Two weeks later, the couple purchased the car.

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MBA6011_Strategic Marketing

© 2011 South University

Postpurchase Behavior

Did you ever have doubts and anxiety about the product after you purchased it? Don’t worry; you’re not the only one. This is known as “cognitive dissonance” (or buyer’s remorse), which is a common psychological trait among the purchasers of high-ticket items.

Let’s see how the couple is coping with postpurchase doubts.

Two months after the couple purchased the car . . .

Husband: I am not sure whether we made the right decision. I wonder if we could have made it without buying a brand new car.

Wife: Well, if we knew how long the new car would run without any repairs, we would not be having these worries. Husband: Hmmm . . . I can understand what you mean.

How do you think the manufacturer of Leo‘s brand can defuse these postpurchase doubts?

Leo has taken care of this through its Assurance campaign.

Using the slogan “You got the best because you deserve the best,” the campaign is targeted at fearful consumers who are doubtful after purchasing a new car.

The underlying motto of the campaign is to reiterate the fact that Leo is the most affordable car in the market, providing the best safety features and high-end after-sales services. The campaign is slotted at a prime time on television and radio broadcast, assuring maximum reach.

In addition, Leo has started a blog as part of this campaign, where consumers can enter their comments and suggestions after using their new cars. Proper monitoring of the blog is done to ensure that all comments and suggestions are appropriately addressed by a panel of experts. This has helped Leo develop and manifest a positive attitude toward its newly acquired consumers.

Twelve months after the purchase . . . Wife: Well, I am so glad we made the decision to buy the new car. We haven’t been to the car shop in months, and it sure is nice to drive to work without having to worry about a bad transmission. Husband: Good night, dear!

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