Read this chapter. The terms "customer" and "consumer" are often mistakenly used interchangeably. The distinction is blurry because different organizations, academics, and governments have varying definitions for both of them. One easy way of distinguishing between the two is to think of the consumer as a potential customer to a firm and the customer as someone that already consumes the goods a specific firm produces. For example, if you regularly purchase shoes from Footlocker, you are a Footlocker customer. But if your friend does not shop at Footlocker, then Footlocker considers him a consumer: a potential customer. Firms often target consumers and existing customers differently.
Buyer Behavior as Problem Solving
Postpurchase Behavior
All the behavior determinants and the steps of the buying process up to
this point are operative before or during the time a purchase is made. However, a
consumer's feelings and
evaluations after the sale are also significant to a marketer because
they can influence repeat
sales and also influence what the customer tells others about the
product or brand.
Keeping the customer happy is what marketing is all about. Consumers
typically experience some postpurchase anxiety after all but the most
routine and inexpensive
purchases. This anxiety reflects a phenomenon called cognitive
dissonance. According to
this theory, people strive for consistency among their cognitions
(knowledge, attitudes, beliefs,
values). When there are inconsistencies, dissonance exists, which people
will try to eliminate. In some cases, the consumer makes the decision to buy a particular
brand already aware
of dissonant elements. In other instances, dissonance is aroused by
disturbing information
that is received after the purchase. The marketer may take specific
steps to reduce post-purchase dissonance. Advertising that stresses the many positive attributes or confirms the
popularity of the product can be helpful. Providing personalized
reinforcement has proven
effective with big-ticket items such as automobiles and major
appliances. Salespeople in
these areas may send cards or may even make personal calls in order to
reassure customers
about their purchase.
MARKETING CAPSULE
1. Buyer behavior takes place in an exchange setting and
addresses two questions:
a. How do potential buyers; go about making purchase
decisions?
b. What factors influence their decision process and in
what way?
2. Buyer behavior is a problem-solving process and entail
the following decisions:
a. Need identification
1. Determined by the discrepancy between what we
have and what we want
2. Determined by the relative importance of the
problem
b. Information search and processing is a five-step
sequence:
1. Exposure
2. Attention
3. Reception
4. Retention
5. Retrieval and application
c. Identification and evaluation of alternatives
d. Product/service/outlet selection
e. The purchase decision
f. Postpurchase behavior