Consumer Behaviour

1. Consumption, Satisfaction,
Divestment

2. Consumption
The act of purchase is normally followed
by consumption or use. Evaluation
continues into the act of consumption by a
satisfaction/dissatisfaction response. The
probability of repurchase is determined at
this point

3. Options for consumption
• Usage at the earliest convenient
opportunity
• Short-term storage in anticipation of a later
usage opportunity
• Long-term storage with no specific or
anticipated use in mind
• Abort consumption process

4. Buyer’s Regret
Post decision doubt (dissonance)
• A certain threshold of dissonancemotivated tension is surpassed
• The action is irrevocable
• There are other unchosen alternatives
with qualitatively dissimilar but desirable
attributes
• The choice is made entirely by free will,
without any compulsion

5. Consumption Research
• Profit Motivated Consumption Research
• Post-Modern Consumption Research

6. Profit Motivated Consumption Research
To find ways to attract new
customers and trigger a buying
response

7. Post-Modern Consumption Research
• Sacred Consumption
• Profane Consumption
• Compulsive consumption

8. Post-Consumption Evaluation
• The Customer Satisfaction/Dissatisfaction
response
• Implications – inducting new customers,
customer retention, competitive role in
product/service quality

9. Satisfaction
A post-consumption evaluation
that a chosen alternative at least
meets or exceeds expectations

10. Categories of consumer expectations
• Equitable performance –
normative judgement
of consumer of product performance given the costs and
efforts taken to purchase and use
• Ideal performance – the optimum or hoped for
performance level
• Expected performance –
probably will be
what the performance

11. Expectancy Disconfirmation Model
-Richard Oliver
The CS/D response takes one of 3 forms
• Positive Disconfirmation – Performance is
better than expected
• Simple Confirmation – as per expectations
• Negative Disconfirmation – worse than
expectations

12. Divestment
• Outright disposal
• Recycling
• Remarketing