Week_5_Post Purchase Process

Question 1

consumption behavior knowing two groups

Answer 1

Size of user market is one indicator of market attractiveness.
Size of nonuser group speaks to future growth opportunities.

Question 2

Four dimensions of consumption behavior

Answer 2

When is it consumed
Where is it consumed
How is it consumed
How much is consumed

Question 3

When does Consumption Occur example?

Answer 3

“Wine. What are you saving it for?”

“Orange Juice. It isn’t just for breakfast anymore”

Question 4

Where Does Consumption Occur example?

Answer 4

domestic vs imported beers sales for in-home versus on-premise consumption

Question 5

How Is the Product Consumed example?

Answer 5

Complementary product (ketchup and fries)
arm&hammer baking soda

Question 6

In the US 16% of consumers account for 88% of all wine consumption.

Answer 6

True

Question 7

negative reinforcement and positive reinforcement

Answer 7

when consumption helps person avoid negative outcome.

when consumer receives positive outcome from product usage.

Question 8

Punishment

Answer 8

opposite of two reinforcement. consumption leads to bad experience

Question 9

Consumption norms

Answer 9

Informal rules that govern our consumption behavior (eg: corsage on a prom, hot dog at baseball game, suit & tie, etc.)

Question 10

Consumption rituals

Answer 10

A type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence, and that tend to be repeated over time.
(Turkey in Thanksgiving)

Question 11

Ethnography

Answer 11

Describing and Understanding consumer behavior by interviewing and observing consumers in real-world situations.

Question 12

Some technique that been used for ethnography research

Answer 12

Shadowing, Behavioral Mapping, Consumer Journey, Extreme User Interviews, Storytelling, Unfocus Groups, etc.

Question 13

NPS

Answer 13

net promotion score = % of promoters (9 point to 10 point) - % of detractor (0 point to 6 point)

Question 14

NPS standards

Answer 14

Net Promoter Score is a number from -100 from 100.
Scores higher than 0 are typically considered to be acceptable and scores above 50 are considered to be excellent.
Theindustry averageforConsumer Brands/Electronicsis 45.

Question 15

What is the meaning of complementary products in consumption behavior?

Answer 15

one product is consumed along with another product. Pair product

Question 16

What is usage volume segmentation?

Answer 16

dividing consumers into segment based on amount of consumption (high, moderate and light users)

Question 17

If you want consumers to increase the amount of consumption, there are two kinds of strategy

Answer 17

1. Enhance the frequency of consumption

2. Enhance amount consumed per consumption

Question 18

Classic beer brand study illustrates consumer experience can be affected by

Answer 18

Consumer’s mood and expectation

Question 19

P&G swiffer mop using which technology?

Answer 19

Ethnography

Question 20

Shadowing observation

Answer 20

Observe consumer’s daily rountine

Question 21

Behavior map can use what to track consumer activity?

Answer 21

RFID

Question 22

Evaluation occurs before and after consumption

Answer 22

True.

Question 23

What is JD power use for?

Answer 23

Measuring satisfaction in the world marketing

Question 24

What is ACSI?

Answer 24

American customer satisfaction index. average score is 74

Question 25

Why consumers’ satisfaction is important?

Answer 25

1. It influences repeat buying. (Customer delight bigger than customer satisfaction)
2. It shapes world-of-mouth & world-of-mouse ( consumer recommend product is better than satisfaction)
3. Lead to complaints and lawsuit
4. Satisfaction lower consumer’s price sensitivity