1. Created by: Blake Oberc
Consumer Behavior Evaluation: The Importance of Consumer Satisfaction in the Retail World
Created by:
Blake Oberc

2. Consumer Behavior Defined
Focus and study of a Consumer’s Neuroscience during the consumption process
Emotions
Self-Concept
Brand Appeal
Memory
Psychographics
Force that shapes societal standards and norms
Always changing, Always Dynamic
Consumer Value Framework (Value associated with overall consumption of product(s))

3. Four Aspects of Consumer Behavior
Internal Influences
Personality of Consumer
Learning
Perception
Personal Values
External Influences
Culture and Cultural Values
Social Class
Family Influence
Social media and internet influence(s)
Situational Influences
Environment
Time and Conditions
Consumption Process
Needs, Wants, Exchange, Costs and Benefits, and Reaction to purchase
Value
Utilitarian or
Hedonic

4. Consumption to Customer Satisfaction
Key to success lies in value since value is more important than satisfaction
ACSI Index Graph depiction of Walmart
Lowest Satisfaction on Graph
High Utilitarian Value
Factors to consider upon selling a product
Expectations
Anticipation
Time
Physical Environment
Postconsumer Reactions
Strive for Delight, Positive Performance, and Satisfied/Exceeded Expectations (Leads to Positive WOM)
Avoid Cognitive Dissonance, Anger, and Disgust (Leads to Negative WOM)
Ways to measure Consumer Satisfaction/Dissatisfaction
Direct, Global measures
Attribute Specific
Disconfirmation

5. Summary of Team Case: Postconsumer Reactions
Response to Product malfunctions and Negative Disconfirmation
Apologize/Recall
Six Sigma Plan (Pinpoints problem)
New Social Media Campaign, Endorsed Press Releases, and Television/New Media Advertisements
Re-shipment to retailers worldwide
Results in Left-Skewed response and Positive Brand Image
Article Analyzation
Does not discuss Cognitive Dissonance or Negative Disconfirmation
QR Code technology substitutes for retail experience
Leads to future Cognitive Dissonance or Negative Disconfirmation due to “impulse buys”

6. In Conclusion
Consumer Behavior is essential for any corporation selling a product or service
Can help create relationship marketing through:
Implementing Customer Relationship Management (CRM)
Understanding the Consumer Value Framework(CVF)
Create better future Customer Satisfaction and Positive Word of Mouth
Set the bar for new and innovative standards

7. Thank you