Post Purchase Evaluation
In the final step of customer decision making process, it is somewhere a lot of marketers just completely forget about. It is important for Oreo to build a healthy long lasting relationship with customers. Frequently, the consumer engages in post-purchase behavior. Buying one item may lead to the purchase of another. Re-evaluation of the purchase occurs when the consumer rates the alternative selected against performance standards. Cognitive dissonance, doubt that a correct purchase decision has been made, can be reduced by follow-up calls, extended warranties. On the other hand, after sales services is the most frequently used communication tool. Company can through phone call and e-mail to ask customer buying experience for example, asking whether they were satisfied. Company can base on customer’s feedback to improve their work.
In the last stage of Hierarchy of Effects Model, the purchase stage needs to be simple and easy. For example a variety of payment options encourages purchase whilst a complicated and slow website discourages purchases. Consumer buys the product brand is a conative behavior.
References
Belch, G. & Belch, M .(2004) Advertising and Promotion: An integrated marketing communication perspective. New York: Mc Graw Hill.
Bhasin, H., (2010), Marketing91, MARKETING BASICS / Steps in Consumer Decision
Making.
http://www.marketing91.com/steps-in-consumer-decision-making/
Bhasin, H., (2011), Marketing91, Advertising, Tutorials, Communication Tools.
http://www.marketing91.com/communication-tools/
Customer Loyalty (2013), How Social Media Is Changing Customer Loyalty Programs.
http://www.customerloyalty.org/how-social-media-is-changing-customer-loyalty-programs/
Duncan, T. (2005). Using advertising and promotion to build brands. In Principles of advertising & IMC (2ND ED., PP.3-24). New York: McGraw-Hill.
Horton, G. (2013). What is Citizen Journalism and how does it Influence News? Retrieved September 25, 2013, from http://www.brandwatch.com/2013/09/what-is-citizen-journalism-and-how-does-it-influence-news/
Integrated Marketing Communications in the Modern World (2012). Retrieved September 24, 2013, from http://imclouda3.wordpress.com/
Kang, P., (2013) Tresnic Media, Consumer Decision Making Process.
http://tresnicmedia.com/consumer-decision-making-process/
Lerner, H., (2012), Forbes, Must-Have Communication Tools For Every Business
http://www.forbes.com/sites/hannylerner/2012/07/18/must-have-communication-tools-for-every-business/
Management Study Guide (2013), Marketing, Consumer Behaviour, Stages in
Consumer Decision Making Process.
http://www.managementstudyguide.com/consumer-decision-making-process.htm
Markman, A., (2013), Psychology Today, Ulterior Motives, What does advertising do?
http://www.psychologytoday.com/blog/ulterior-motives/201008/what-does-advertising-do
MBA Knowledge Base (2013), Marketing Management, Different tools of Integrated
Marketing Communications.
http://www.mbaknol.com/marketing-management/different-tools-of-integrated-marketing-communications-imc/
Nina (2011). Customer-initiated marketing communication model. Retrieved September 24, 2013, from http://mkt570.wordpress.com/2011/09/10/customer-initiated-marketing-communication-model/
Riley, J., (2012), Tutor2u, Business, Buyer behaviour - The decision-making process.
http://www.tutor2u.net/business/marketing/buying_decision_process.asp
Squidoo (2013), Business & Work, Consumer Decision-Making Process.
http://www.squidoo.com/consumer-decision-making-process
Wallace, P., & Howard, B., (2010), Educause, Social Networking Tools to Facilitate
Cross-Program Collaboration.
http://www.educause.edu/ero/article/social-networking-tools-facilitate-cross-program-collaboration
White, S. (2013). All Things Marketing: Social Media Growth 2006 to 2012. Retrieved September 25, 2013, from http://dstevenwhite.com/2013/02/09/social-media-growth-2006-to-2012/
In the final step of customer decision making process, it is somewhere a lot of marketers just completely forget about. It is important for Oreo to build a healthy long lasting relationship with customers. Frequently, the consumer engages in post-purchase behavior. Buying one item may lead to the purchase of another. Re-evaluation of the purchase occurs when the consumer rates the alternative selected against performance standards. Cognitive dissonance, doubt that a correct purchase decision has been made, can be reduced by follow-up calls, extended warranties. On the other hand, after sales services is the most frequently used communication tool. Company can through phone call and e-mail to ask customer buying experience for example, asking whether they were satisfied. Company can base on customer’s feedback to improve their work.
In the last stage of Hierarchy of Effects Model, the purchase stage needs to be simple and easy. For example a variety of payment options encourages purchase whilst a complicated and slow website discourages purchases. Consumer buys the product brand is a conative behavior.
References
Belch, G. & Belch, M .(2004) Advertising and Promotion: An integrated marketing communication perspective. New York: Mc Graw Hill.
Bhasin, H., (2010), Marketing91, MARKETING BASICS / Steps in Consumer Decision
Making.
http://www.marketing91.com/steps-in-consumer-decision-making/
Bhasin, H., (2011), Marketing91, Advertising, Tutorials, Communication Tools.
http://www.marketing91.com/communication-tools/
Customer Loyalty (2013), How Social Media Is Changing Customer Loyalty Programs.
http://www.customerloyalty.org/how-social-media-is-changing-customer-loyalty-programs/
Duncan, T. (2005). Using advertising and promotion to build brands. In Principles of advertising & IMC (2ND ED., PP.3-24). New York: McGraw-Hill.
Horton, G. (2013). What is Citizen Journalism and how does it Influence News? Retrieved September 25, 2013, from http://www.brandwatch.com/2013/09/what-is-citizen-journalism-and-how-does-it-influence-news/
Integrated Marketing Communications in the Modern World (2012). Retrieved September 24, 2013, from http://imclouda3.wordpress.com/
Kang, P., (2013) Tresnic Media, Consumer Decision Making Process.
http://tresnicmedia.com/consumer-decision-making-process/
Lerner, H., (2012), Forbes, Must-Have Communication Tools For Every Business
http://www.forbes.com/sites/hannylerner/2012/07/18/must-have-communication-tools-for-every-business/
Management Study Guide (2013), Marketing, Consumer Behaviour, Stages in
Consumer Decision Making Process.
http://www.managementstudyguide.com/consumer-decision-making-process.htm
Markman, A., (2013), Psychology Today, Ulterior Motives, What does advertising do?
http://www.psychologytoday.com/blog/ulterior-motives/201008/what-does-advertising-do
MBA Knowledge Base (2013), Marketing Management, Different tools of Integrated
Marketing Communications.
http://www.mbaknol.com/marketing-management/different-tools-of-integrated-marketing-communications-imc/
Nina (2011). Customer-initiated marketing communication model. Retrieved September 24, 2013, from http://mkt570.wordpress.com/2011/09/10/customer-initiated-marketing-communication-model/
Riley, J., (2012), Tutor2u, Business, Buyer behaviour - The decision-making process.
http://www.tutor2u.net/business/marketing/buying_decision_process.asp
Squidoo (2013), Business & Work, Consumer Decision-Making Process.
http://www.squidoo.com/consumer-decision-making-process
Wallace, P., & Howard, B., (2010), Educause, Social Networking Tools to Facilitate
Cross-Program Collaboration.
http://www.educause.edu/ero/article/social-networking-tools-facilitate-cross-program-collaboration
White, S. (2013). All Things Marketing: Social Media Growth 2006 to 2012. Retrieved September 25, 2013, from http://dstevenwhite.com/2013/02/09/social-media-growth-2006-to-2012/