-finding creative solutions to unexpected problems
firms can manage responses (dissatisfaction or cognitive dissonance) by: -
ANSWER--offering liberal return policies
-providing extensive post-sale support
-reinforcing the wisdom of consumer's purchase decision
, Issues in the buying process - ANSWER-1. consumers dont always follow
stages in the sequence & can be swayed by brand loyalty (also impulse
purchases)
2. making parallel decisions: what to buy and where to buy?
3. bias towards a merchant limits purchasing powers
The Buying Process - ANSWER--describes possible range of activities that
may occur in consumers making purchase decisions
Issues in purchase decision stage - ANSWER--product availability: related to
distribution component of marketing program, CONVENIENCE.
Goal: to put product within consumer's reach where they are
-possession utility: easy for customers to find product; ease of taking
possession of the product.
EX: layaway or financing, delivery, installation, proper packaging, prompt
shipment (newspapers, pizza)
4 Outcomes that Consumers Experience in Post-Purchase stage (how are
they diff?) - ANSWER-1. delight
2. satisfaction
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