Examine the post-purchase dissonance of consumers and its effect on brand loyalty.
Please respond to the following:
Watch the video titled “Bass Pro Shops: Maximizing the In-Store Experience”, located here. Examine which consumer market segments tend to purchase online versus in a mega retail store such as Bass Pro Shops. Determine if there are common themes among market segments that influence outlet selection around which retailers can build market strategies.
Examine the post-purchase dissonance of consumers and its effect on brand loyalty. Propose two marketing strategies that companies may use to evaluate the level of post-purchase dissonance among brand-loyal consumers.
please respond to the following peer posting:
I grew up in the 1980’s when shopping malls were at the height of their popularity. My sister and I would wait all week long for Saturday to come when our mom would take us shopping. This was such a big deal for us and a treat that we looked forward to. I never could have imagined the amount of empty store fronts and malls in foreclosure because of the ease of internet shopping. Not all people favor online commerce but choose it based on convenience or accessibility. Baby boomers, for example, are notorious for enjoying the in store experience. Being able to touch and feel the quality of the items you are purchasing is a plus for many shoppers. The visual picture that is shown over the internet cannot take the place of having that product in hand. Having the opportunity to gauge the caliber of the item is a bonus for the consumer. For this market segment, the comfortableness and familiarity of the brick and mortar store surpasses anything that the internet can offer. Millennials would beg to differ with this attitude. These customers did not grow up with the notion that shopping could be a recreational activity. Their first thought is to go online and “Google It” when they need to make a purchase. Within seconds the global marketplace is at their fingertips and the transaction can be finalized within a few clicks. Millennials do not find it inconvenient to order something and then send it back if it is unacceptable. This circumstance is something that is normal to them and not out of the ordinary. This is what they have always experienced and do not feel the need to alter their consumer behavior.
No matter the retail outlet situation, there are common themes that all shoppers take into account when making a purchase. Quality is at the top of that list. No matter how something is acquired, people want to now they have spent their money wisely. If the value is not up to par, the consumer will keep searching until their needs are met. Cost is another ideal that all consumers grapple with. Whether a good is bought in person or online, the buying public has to be able to financially afford the purchase. If it does not fit into someone’s budget, the transaction cannot be completed in any outlet. Accessibility also plays a role. The easier it is to find what you are searching for and the quicker you can acquire it, the happier the consumer will be. Whether you are standing in front of a virtual or real life shopping cart, these themes will never change and may only become more important as technology and commerce evolve.
Post-purchase dissonance is defined as doubt or anxiety after a purchase is completed. Consumers can feel this often when high involvement transactions take place. Vehicles, luxury vacations, or appliances can all fall into this category. Low involvement purchases do not require a large amount of thought and attachment so regret does not often play a part. Companies want to do all that they can to offset these feelings of remorse to keep their client base satisfied. Organizations that offer high end items thrive on repeat business to stay successful and relevant. If a client becomes extremely regretful after they have purchased a luxury car , that dealership will not be able to depend on that customer the next time they are buying a vehicle. These feelings actually help their competitors in the end by forcing the consumer to look elsewhere because of the uneasy emotions they had during a prior transaction.
There are a few ways companies can bypass post-purchase dissonance all together. The simplest option is to produce clear, concise, and transparent marketing material so that there is no place for ambiguity. If the customer knows everything possible about what they are buying up front, there will be no need for any regret or afterthoughts. They will be able to make the decision with a clean conscience without any doubts. To even further cement the choice, the business can introduce a worry free return policy. Knowing that there is no risk with the purchase makes it that much easier to close the sale. Organizations that are able to provide this option know that their products are superior and are able to stand behind them one hundred percent without any hesitation. That fact alone speaks volumes to customers.
Hawkins, D.I., Mothersbaugh, D., & Best, R.J. (2016). Consumer Behavior: Building Marketing Strategy (13th ed.). New York: McGraw-Hill/Irwin.
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