In the evaluation stage, the consumer ranks brands and forms Propensity (intention) purchase. In general, consumer purchasing decisions are going to buy the most preferred brand, but there are two factors that emerged between the tendency of purchasing and purchasing decisions. The first factor is the attitudes of others. If the husband was feeling Anna Flores Anna should buy the most inexpensive camera that cost, the opportunity to buy an expensive camera Anna will be reduced.
The second factor is the factor of unexpected situations. Consumers may purchase a tendency to form based on expected revenues, prices, and the expected benefits of the product. However, unforeseen circumstances may alter the tendency of purchase, Anna Flores may lose his job or the purchase of other more urgent or maybe his friend said it was disappointed the camera A camera option is also Anna. Or, a close competitor lower the price. So, purchasing preferences and trends do not always produce the actual purchase option.
Behavior After Purchase
The work marketers do not just stop at the time of product purchased. After purchasing the product, the consumer will be satisfied or not satisfied and will go into the behavior after purchase that important considered by marketers. What determines the buyer satisfied or not satisfied with the purchase? The answer lies in the relationship between consumer expectations and perceived product performance money.
If the products is far below the expectations of the consumer, then the consumer disappointed; if the product meets expectations, the consumer is satisfied, if exceeds expectations, the consumer will feel very happy. The greater the difference between expectations and performance, the greater consumer dissatisfaction. Therefore, the seller must promises that actually match the performance of the product to the buyer feel satisfied.
Some sellers even claim the promise levels lower performance compared to the actual performance be very high consumer satisfaction. For example, salespeople Boing tend to be conservative when estimating the potential benefits plane.
Almost every time they declare material efficiency fuel is lower than their actually- promising fuel savings of 5 percent that turned out to 8 percent. Consumers will be happy to better performance than expected. They will buy again and said to another prospect that the Boing fulfill his promise. Almost all important purchase produce dissonance cognitive, or discomfort after the buyer due to conflict purchase.
After purchase, customers will be satisfied with brand benefits that have been and are happy to avoid lack of brand that is not purchased. However, each purchase involves compromise. Consumers get discomfort due to the lack of products get purchased and loss a number of benefits of products that are not purchased. Therefore, consumers sense at least, there is dissonance after the purchase of the every purchase.
Why is it so important to satisfy customer? Satisfaction is important because the company’s sales come from two groups-customer base of new and old customers. Usually the cost will be greater than to attract new customers and old customers mampertahankan best way to retain customers is to satisfy them. Customer satisfaction is the key to making a long-term relationship with customers-which is to maintain and grow the consumer as well as to reap the rewards in the form of customer lifetime value.
Satisfied customers will buy the product, talk about the products that are fun, a little more attention to the brand and competitors’ ads and buy another product from the same company. Many marketers do more than just satisfy consumer expectations-they seek to please the consumer. Consumers whose hearts feel happy will buy more of these products as well as fun to talk about the product and the company.
Consumers who are not satisfied to respond differently. Consumers are satisfied, on average, will speak to three people about their experiences of the product well, while dissatisfied customers will complain to 11 people. In fact, one study showed that 13 percent of people who have a problem with a particular organization complained about the organization to more than 20 people. So, the bad news of mouth runs faster than good news by word of mouth and can quickly damage consumer attitudes toward the company and its products.
Therefore, companies need to be prudent measure customer satisfaction on a regular basis. The company can not solely rely on disgruntled consumers who voluntarily submit complaints to the company. 96 percent of consumers are not happy never make complaints. Companies must build a system that encourages consumers make complaints.
That way, the company can be studied in both the company’s work and how to improve it. 3M Company claimed more than two-thirds of its new products come from listening to consumer complaints. But just do not hear enough- companies should respond well to any complaints received.