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Consumer Relationships & Behavior - Coggle Diagram
Consumer Relationships & Behavior
Consumption to Satisfaction
However, value cannot be gained from products or services that have not been consumed.
The entire consumption process needs to be authentic so that the customer can form a connect with the brand. If things do not feel genuine or real, the consumer might not chose to come back.
Consumption leads to value because it allows customers and marketers to get what they want.
Companies can help consumers form more meaning with their products if they can combine it with cultural meaning.
The role of emotions in consumption
Emotions can change the entire way a person views a situation.
Emotions can add value to an experience based on what the person was feeling. If the customer is satisfied, they are more likely to place value on the place they experienced that emotion.
Customers that are satisfied with a business can help businesses reach top-line performance.
Consumer satisfaction is a mild to positive emotion that results from a favorable appraisal of a consumption outcome.
The opposite of this is consumer dissatisfaction.
Consumers form different kinds of expectations.
Predictive
Normative
Ideal
Equitable
Hope is the main source of expectations.
Businesses need to help reduce any form of cognitive dissonance that a consumer might form.
Consumers might not view all treatment as fair. So, business must be sure that their employees are well trained and can handle a variety of different people.
To have long lasting relationships with their consumers, businesses must ensure that they are constantly working to improve satisfaction measures.
Companies must also be careful about how they deal with consumer refuse.
Beyond Consumer Relationships
Many companies offer satisfaction guarantees and return policies to help their customers after their purchase.
To help build consumer relationships, companies must realize that the consumption process goes beyond just the purchase.
Companies must be careful of critical incidents and complaining behavior. If these get out of hand, a company can be ruined. So, businesses must be sure that they are careful with how they react and handle their customers.
It is important to respond to customers appropriately.
Word of mouth plays a big role in the perception of a company. So, businesses need to be aware of how people are talking about them and how to respond to these people.
Steps to deal with negative public publicity
Do nothing
Deny responsibility
Take responsibility
Release information to the public
Companies can also have a third-party provide endorsements for their products. This can grow the popularity of the items.
Loyalty programs are a good way to build relationships with customers.
It is good for customers to form commitments to your brand because it helps to ensure that they will purchase from you again.
Businesses need to be careful to not get any antiloyal consumers.
The quality of relationships are important for businesses. They must have good relationships with their customers or the customers will find somewhere else to shop.
Consumer and Marketing Misbehavior
Consumer Problem Behavior
Problematic consumer behavior counts as anything that is deemed unacceptable, but it is not always the consumer's fault
Methods of problem behavior
Compulsive consumption
Eating disorders
Binge drinking
Problem gambling
Drug abuse
Consumer Misbehavior
Businesses need to be aware of the fact that consumers do not always act ethically and can potentially harm themselves or others.
Consumer behaviors can be influenced by a variety of factors.
Morals
Ethics
Contractualism
Relativism
Deontological evaluations
Teleological evaluatons
There are also many factors that can motivate misbehaviors. Some of them are unfulfilled aspirations, thrill seeking, lack of moral constraints, differential association, pathological socialization, provocative situational factors, and opportunism.
Methods of consumer misbehavior
Shoplifting
Computer-mediated behaviors
Consumer fraud
Abusive consumer behavior
Illegitimate complaining
Product misuse
Sexting
Consumer behaviors are not the only thing that must be considered. When you want to build relationships with your customers, you must be sure to use ethical and moral techniques.
Marketers must be sure to follow the laws and avoid creating situations where their customers will criticize them.
Common Criticisms
Deceptive advertising
Marketing to children
Pollution
Planned obsolescence
Price gouging
Manipulative sales tactics
Stealth marketing
Product liability
Consumer relationships are one of the most important factors that a business must consider. If they cannot form good relationships, they will not be able to keep their customers. However, businesses must be aware of consumer behaviors. The customer does not always have the best interest in mind for the company. So, businesses must be careful with how they interact with customers and how they handle situations.