Marketing Implications of Decisions Related to Post Purchase:Understanding

<< Decisions Related to Post Purchase:Product Set up and Use

Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior >>

Consumer Psychology (PSY - 514)

Lecture 40

Marketing Implications of Decisions Related to Post Purchase

Understanding:

· Understanding Marketing Implications on Decisions Related to Product Set Up and Use

1. Decisions Related to Post Purchase

Once a consumer makes a decision to purchase a product there can be several additional behaviors associated with

that decision. Two activities are of primary importance:

1. Decisions on the product's installation and use

2. Decisions on the products or services related to the items purchased

1. Decisions on the product's installation and use

All consumers who have purchased consumer durables are familiar with the need to have their product set up or

installed. The product must be ready for the buyer to use for examples: are cars, televisions, stereos, washing

machines, air conditioners.

Many simpler types of products require very little efforts in the way of set up. Even apparently simpler types of

products can be very complicated and frustrating for example kids' toys.

Elements of Product Set up (installation and use)

These include: instructions given to buyer for assembly and operation of the item, products such as autos,

calculators, microwave ovens, etc... require detailed explanations as to the methods of operations. In order to win

buyers satisfaction such brochures must be developed to provide sufficient instructional information. Additionally,

there is warranty information that covers buyer's protection in case of product failure. This is increasingly

significant element in today's high tech environment.

Marketing implications of Decisions on product Set Up and Use

Marketing implications of decisions on product set up and use are in the following areas:

1. Providing Information and Assistance

2. Understanding the user's Consumption System

3. Decisions About Warranties

4. Related Products and Services

Providing Information and Assistance

Providing information and assistance can be seen in the contexts of full service retailers as well as self service

environments.

Full Service Retailers: provide the services of carefully installing and setting up as well as explaining the

operation to the users in case of durable goods such as cooking ranges, large screen televisions, etc...

Self Service: or warehouse environment, the consumer might assume the responsibility of delivery and installation

functions.

In any case there is an important need for the retailer to explain the customer the proper installation and operation

of the product. Unless such activities are conscientiously undertaken, consumer dissatisfaction is likely to result.

The consequence of dissatisfaction is likely to be poor word of mouth communications about the product, the

retailer or both. Manufacturers need to select the retailers very carefully and the retailer needs to be considerate of

such activities for the same reasons

The importance of information on product set up and use becomes even more critical in today's self service

economy. Consumers are buying many complicated products from self service and discount outlets which may

offer very little product information. As a result consumers have to rely exclusively on the literature that comes

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Consumer Psychology (PSY - 514)

with the product. Consumer who fails to follow instructions with her microwave oven is likely to blame the

manufacturer rather than herself

2. Decisions on related products and services

It often happens that a buyer of one item becomes candidate for all sorts of options related to products or services

e.g. cars, cameras, etc... Many retailers have learnt that big profits are often associated with optional extras that a

consumer purchases.

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