1. Purchase and Post – Purchase
(Ref. Chapter 18)

2. Purchase decision Purchase Choosing alternative to buy
May differ from decision –
Time lapse, availability

3. Post – Purchase Evaluation
learned outcome from use/consumption
“cognitive dissonance”
Satisfaction / dissatisfaction

4. Cognitive Dissonance
Inner tension that consumer experiences after recognisng an inconsistency between expectation and experience

5. Dissonance and Post-Purchase
Did I make a good decision?
Did I buy the right product?
Did I get good value?

6. Satisfaction Consumer discovers after purchase that the product:
Unexpected features / benefits
Performs at a higher level than expected

7. Dissatisfaction Consumer discovers after purchase that product:
Does not have all expected features
Fails to perform as expected
Is defective or flawed

8. Learning
A process that creates changes in behaviour, immediate or expected, through experience and practice

9. Types of Learning Experiential – an experience changes behaviour
Conceptual – not learned directly

10. Impact of Learning
Brand Loyalty
Lifetime Customer Value (LCV)

11. Brand Loyalty
No Preference
Brand Switcher
Brand Loyal
Brand Champion

12. Lifetime Customer Value
The total value of spending by a customer – and the impact of customer recommendation on revenue – over the period customer is in a market