Marketing Management, Millenium Edition - epiheirimatikotita.gr

The Consumer Buying Decision Process 101dissatisfaction. This is why the marketer’s job does not end when the product isbought. In particular, marketers must monitor postpurchase satisfaction, postpurchaseactions, and postpurchase product uses.Postpurchase Satisfaction The buyer’s satisfaction with a purchase is a function of thecloseness between the buyer’s expectations and the product’s perceived performance.34 If performance falls short of expectations, the customer is disappointed; if itmeets expectations, the customer is satisfied; if it exceeds expectations, the customer isdelighted. These feelings of satisfaction influence whether the customer buys the productagain and talks favorably or unfavorably about the product to others.The importance of postpurchase satisfaction suggests that product claims musttruthfully represent the product’s likely performance. Some sellers might even understateperformance levels so that consumers experience higher-than-expected satisfactionwith the product.Postpurchase Actions The consumer’s satisfaction or dissatisfaction with the productafter purchase will influence subsequent behavior. Satisfied consumers will be morelikely to purchase the product again. This has been confirmed by the data on automobilebrand choice, which show a high correlation between satisfaction with the lastbrand bought and intention to rebuy the brand. One survey showed that 75 percent ofToyota buyers were highly satisfied and about 75 percent intended to buy a Toyotaagain; 35 percent of Chevrolet buyers were highly satisfied and about 35 percentintended to buy a Chevrolet again. Satisfied customers also tend to say good thingsabout the brand to others, which is why many marketers say: “Our best advertisementis a satisfied customer.” 35Dissatisfied consumers, on the other hand, may abandon or return the product;seek information that confirms its high value; take public action by complaining to thecompany, going to a lawyer, or complaining to government agencies and other groups;or take private actions such as not buying the product or warning friends. 36 In thesecases, the seller has done a poor job of satisfying the customer. 37Marketers can use postpurchase communications to buyers as a way to reduceproduct returns and order cancellations. 38 Computer companies, for example, mighttake a number of actions, including sending e-mail messages to new buyers congratulatingthem on having selected a fine computer, placing ads showing satisfied brandowners, soliciting customer suggestions for improvements, and providing channels forspeedy resolution of customer complaints.Postpurchase Use and Disposal Marketers should also monitor how buyers use anddispose of the product after purchase. The various options that are open to consumersare shown in Figure 3-4. If consumers store the product and never use it, the productis probably not very satisfying, and word-of-mouth will not be strong. If they sell ortrade the product, new-product sales will be depressed.Consumers sometimes find new uses for a product, as Avon discovered when itscustomers talked about Skin-So-Soft bath oil and moisturizer as an insect repellant.This prompted Avon to seek and receive Environmental Protection Agency approvalso it could officially tout Skin-So-Soft as a triple-action product that provides insectrepellent, waterproof sunscreen, and moisturizers. 39As Figure 3-4 indicates, getting rid of the product permanently leads to a new setof options. If consumers throw the product away, the marketer needs to consider howthey dispose of it, especially if it can hurt the environment. For example, increasedpublic awareness of recycling and ecological concerns as well as consumer complaintsabout having to throw away beautiful bottles led French perfume maker Rochas to