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Consumer Relationships & Behavior - Coggle Diagram
Consumer Relationships & Behavior
Consumption
People are always consuming
Customers derive value from consuming
The process of converting time, goods, ideas, or services into value for consumers.
Hedonic and/or utilitarian value
Consumption frequency is important to marketers. Companies try to get consumers to purchase products and services as much as possible.
Consumers can be satisfied and dissatisfied with a purchase
Emotion affects consumption and consumption outcomes
Consumers anticipate, then experience, then evaluate
Complainers
This occurs when a consumer has a negative experience during the consumption process.
This can be positive for companies - negative feedback can help companies to improve products so that they can provide future value to consumers.
These consumers may turn into satisfied consumers after they talk with a company.
Non-Complainers
These consumers are dissatisfied with a purchase, but they do not contact the company to report a problem.
May complain to family/friends
Problems remain unresolved
Companies are unable to hear about consumer frustration which could let real problems remain unfixed.
Unlikely to return to purchase products in the future
Marketers need to try to build consumers who are committed to their brands.
Companies need to work to build trust between them and consumers
Companies need to adhere to the American marketing code of ethics to prevent unethical marketing practices.