Post-Purchase Evaluation

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Из курса от партнера IE Business School

Market Research and Consumer Behavior

893 оценки

IE Business School

Market Research and Consumer Behavior

893 оценки

Курс 1 из 5 — Specialization Marketing Strategy

Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations. You will then focus in on the consumer decision-making process, highlighting the key moments from identifying a need to buying and consuming a product. Adopt a true “consumer focus” in your managerial decisions by analyzing how consumers make decisions, what happens (in their hearts and minds) at different stages of the decision making process, and the variables that influence those decisions. This course will equip you with the knowledge required to understand the state of your product before approaching the market strategy. There’s no better place to build the foundations of your marketing journey!

Из урока

The Consumer Decision Process

Module 2 will guide you through the consumer decision-making process. Here you will explore how a potential-buyer researches a product, how they make their purchase decision, and their post-purchase evaluation. You will also understand the difference between consumer markets and business markets.

Stages of the Consumer Decision-Making Process4:12

Need Recognition and Information Search4:43

Evaluation of Alternatives & Purchase4:05

Post-Purchase Evaluation4:34

Познакомьтесь с преподавателями

Shameek Sinha
Professor
Marketing

Hi, Shameek. How are you?

I'm doing great. How are you too?

I'm good. Thanks.

So, you seem to be using your laptop for about a month now.

Yeah.

What are your evaluations of the laptop?

Well, so far so good.

I'm super happy, don't think I'll be

returning it or needing to return it, fingers crossed.

Yeah, I'm really happy with the purchase.

Are you going to recommend the laptop to friends

if they are in the market for buying a laptop?

Yeah, definitely. Like I showed you,

I explained to you earlier,

one of the things that I like to do when I'm looking to make

big purchases like this is call my friends and family.

So, if someone's interested in buying

a new laptop I would definitely recommend this to them.

Okay, perfect. So, probably your experience with

the laptop exceeded your expectations and so you are going to recommend it.

Yeah.

So, it's going to be nice to see what Tifanny feels about the milk which she brought from

the grocery store and we are going to look at

her evaluations of the milk purchase as we go on in the next video.

It's a very good coffee.

Good.

Seems like the milk you buy usually makes the coffee taste even better.

So, I usually satisfied with the milk you buy or do you change brands often?

Yeah. Well, I'm always satisfied,

I know the milk that I want so I always buy it.

Maybe there's milk that's better out there,

but for me I'm happy with what I buy.

That's usually the case when you're looking at consumer packaged goods like milk.

So, definitely you're very much aligned with what we think about consumer packaged goods.

Yeah.

So thanks again for the coffee and

Thank you.

We'll see you next time.

So, as you just saw Winch Tiffany

is evaluating the milk which she bought from the grocery store,

she is usually satisfied.

She buys the same brand,

the same size of the milk carton and probably the same type of milk,

and then she is usually very satisfied with the milk she purchases.

But think about the situation when Tiffany is going to evaluate

the dress or rather dresses which she's going to buy from the clothing store.

At that point maybe there are things which might come up in

her evaluation which would change the satisfaction levels.

So, as we go to the clothing evaluation we'll see that

Tiffany might not be as satisfied or maybe more than satisfied,

we'll see when she evaluates the dresses she's bought.

Tiffany you seemed to have bought two dresses,

one a more formal wear for your office and the other one maybe for some office parties.

Yeah.

So, how do you like them to do like both of them or what's your evaluation?

Not as happy as I was with the laptop.

I'll tell you why.

I had one dress, like you said,

I want to actually the office party.

The office holiday party.

Although it looks very nice I started to notice that the stitching was kind of

coming out so in the end the workmanship wasn't that great.

The other outfit I wear to work and I still do wear to work,

the only thing is that the material is actually not very comfortable,

so again, it looks nice but it's not the most comfortable clothing to wear all day.

So, I was happy in the beginning,

but now that some time has passed I'm realizing

that maybe it wasn't the best purchase that I've ever made.

So, given that your experience didn't meet your expectations,

but only you're not going to suggest other people this brand, right?

They have a great variety of things,

but in the end I didn't think it was worth the money,

so I probably wouldn't recommend it to them.

Okay. It is what it is but

definitely best of luck for your next purchase of a cloth maybe.

Thank you.

You'll get a better option.

Hope so. But actually I'm dying for a coffee, you want to grab one with me?

Sure, why not?

Okay, let's go.

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