Marketing Consumer Behaviour For Consumer Preservation

Do attitudes and beliefs influence complaint behavior?

Describe about the Marketing Consumer Behaviour for Consumer Preservation.

Enhancing on the consumer behavior has become a common topic for many organizations. The argument in support of the consumer behavior is simple to understand. Contented consumers are reported to have higher consumer preservation rates, dedicate a larger share of their group paying out to the firm, as they are very likely to recommend other people to turn out to be the clients of the business (Beckett, Hewer & Howcroft, 2000). To monitor the overall performance and the guide for improvement, the company generally depend on the consumer response. The feedback is received via the client opinions that contain the measures of satisfaction, the repurchase intention as well as through the word of mouth. The study done by many companies is designed at investigating on the frequently used customer satisfaction metrics as well as the successive customer behaviors (Belz & Peattie, 2009) .On the customer metrics, it looks on the parameters like customer satisfaction, customer expectation, customer value and the repurchase intention. The consumer response concept to the marketplace dissatisfaction has significantly influenced the phenomena like the brand loyalty and the repurchase plans. For the retailers, it has been a various interest because the retail establishment is usually an avenue for the complaints of the consumers (East, Wright & Vanhuele, 2013).  This report analyzes on the comparison of the charge attitudes from the group clustering according to Singh article and my situational response from the former part A. Further, matching on personal response to the situation to the description of Singh. The report also expounds on the consumer behavior theory to describe the role of expectations, satisfaction, and complaint using the consumer behavior identified.

Do you think your complaint behaviour is more influenced by your attitudes, beliefs and opinions in the table above or by the specific situation? Why

I think the aspect like attitudes, beliefs and opinions influences the complaint behavior. The reason am saying this because to purchase something you have to like the product depends on your attitude from time to time. Moreover, its on what you believe in, if the product is not good you will not acquire it, and your opinion in regards to a particular product matters rather than other people. These factors greatly influence on the consumer behavior rather than a given situation. For example, you cannot purchase something because your friends or relative opinion on that product is good.

Compare your responses with a person who reacted differently to you. What features did they select in their table?  Why are they different to you?

My friends’ response to complaint was different from mine. I have shown her response on the table below. On some of her response they are similar to what I responded.

COMPLAINT ATTITUDES
Consumer Alienation Most companies care nothing at all about the customer.	Agree	Disagree
Personal Norms I often complain when I’m dissatisfied with business or products because I feel it is my duty to do so.	Agree	Disagree
Social Benefits By making complaints about unsatisfactory products, in the long run the quality of products will improve.	Agree	Disagree
Expectancy – Voice Assuming you complained about the situation in point 1 above, how likely is it that the organisation would solve your problem and give better service to you in the future?	Likely	Unlikely
Expectancy – Private Assuming you reported the situation in point 1 to your friends (who use the same organisation), how likely is it that your friends would stop using that organisation altogether?	Likely	Unlikely
Expectancy – Third Party Assuming you reported the situation in point 1 to a consumer agency such as the Australian Competition and Consumer Commission (ACCC), how likely is it that the ACCC would make the repair shop take care of your problem?	Likely	Unlikely
Value – Voice How likely is it that you would complain to the organisation in point 1 if you were pretty sure the organisation would solve your problem and give better service in the future?	Likely	Unlikely

Below table shows her response to the situation 1

HER RESPONSE	A	B
Importance of the situation	High	Low
Did you feel embarrassed?	Yes	No
Have you ever complained previously to an organisation?	Yes	No
Was it easy to complain to the provider this time?	Yes	No
Was there a lot at stake (financial? Social? Health?)	Yes	No
What type of person are you?	I speak up for what I believe is right	I am not the type to complain
Do you think the company should have handled things better	Yes	No
Were you with family /friends who didn’t want you to complain	No	Yes
Did you complain?	Yes	No

The response were different in my situation because I react differently on various situation from my friend for example response if I had complained previous to me I have never complained to an organization but to her she has done so several time. Its all about her consumer behavior which is different from mine.

Comparison of responses with a person who reacted differently

5i)    Comparison of the claim attitudes to the cluster grouping to Singh

According to Singh, he has four classifications of the group clustering of an individual based on the claim these are passives, voicers, irates, and activists. These classifications will be compared to the complaints attitude responded from the previous situation 1 and determined which I fall at.

Passive cluster group of consumers represents those dissatisfied and whose intention to complain are below average on the aspect of voicing complaint to the providers of the dissatisfying service. On this type of group, they are least to take any action, as they appear to be consistent with the non-complainers segment (Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins, 2007). Comparison of this is made on my complaint attitude on the value of the voice result I stipulated that I would likely complain to the organization to solve my problem and provide a better service in the future. This case shows am the individual whose intention to complain the aspect of voice complaint. Therefore, I cannot fail in this group of people.

The second cluster is the group of the voicers. On this group of individuals are characterized discontented customers who definitely are below the average on personal as well as third parties actions. A lot more especially the people have very little need to participate in the negative switch patronage (Wierenga, van Tilburg, Grunert, Steenkamp & Wedel, 2012). Nevertheless, they may be largest on the voice element, signifying that the user positively grievances to the service provider to getting the rectify .Comparison to this is my attitude to protest response on the value of private aspect indicated that I would likely mention the situation to my friends who would also stop using the organization altogether. Further response to the value of the third party means I would probably report the incidence to the consumer agency so that the organization will redress the situation. This thus shows I do not fall under this class as the consumers are below average on personal and the third party actions.

The next group cluster is the irates, which represent the irritated buyers who show above average on personal responses as well as above average inclination to protest directly to the seller. The customers not merely complain directly to the service providers but additionally change patronage. Nevertheless, the consumers are not as likely to seize any kind of third-party actions. Comparison to the reaction I provided on the complaint attitude, I may likely take action to the third party and report the incident to consumer agency. Further, on the value privacy, I would probably mention to friends and relatives who would stop using the service from the organization. I would not fit into the group because of an aspect of value party; the individuals in the group are less likely to take third party action, which is contrary to me.

The last cluster group is the activists who represent dissatisfied client who are featured by all the above aspects more so complaining to the third parties. They bear a resemblance to the notion of the consumer activist. Comparison to this group I exhibit the characteristics in all the above dimensions. Am like an activist especially when I responded I likely report the incidence to the consumer agency (Gunter & Furnham, 2014). Further, when I did not receive the order for the dress, I followed from the providers through emails, social media post, and messages. Additional, I would likely mention the situation to the friends and relatives. This show is willing to go overboard in order the retailer to redress on my issue.

ii) Response to the situation matches with the Singh’s description of my cluster

My response to the situation matched the description giving by Singh’s on the fact that it complains attitudes exhibited resembled the situation that was given from the study (Solomon, 2014). It explored on how the dissatisfied customer showed on different dimensions like the third party, and the private actions.

Role of expectation, satisfaction and complaints using behavior theory

Consumer satisfaction is the central component in the modern marketing thought and practices. On the concept, it emphasizes on delivering of the consumers and obtain a good return for the organization (Evans, Jamal & Foxall, 2006). Therefore, the overall quality of life is expected to be enhanced. The consumer behavior theory that would be employed is the theory of the reasoned action. On the theory, it centers its analysis on the significance of the pre-existing attitudes. The consumer acts on behavior, which is based on their intention to create or even receive a given outcome (Schiffman, O’Cass, Paladino & Carlson, 2013). A consumer usually takes an action where there is a particular result that it is expected. There should be an expectation for the customer to take that given action. The buyer retains on the decision to change their mind and decide to take a different course of actions. Organizations usually learn the consumer behavior when they market a given product to the consumer; they thus should associate a positive result, and that result should be accurate. Further, they should redress on the complaint of the consumers to satisfy fully on their needs. 

References

Beckett, A., Hewer, P., & Howcroft, B. (2000). An exposition of consumer behaviour in the         financial services industry. International Journal of Bank Marketing, 18(1), 15-26.

Belz, F. M., & Peattie, K. (2009). Sustainability marketing: A global perspective. Wiley.

East, R., Wright, M., & Vanhuele, M. (2013). Consumer behaviour: applications in marketing.     Sage.

Evans, M., Jamal, A., & Foxall, G. (2006). Consumer behaviour. John Wiley and Sons Ltd.

Gunter, B., & Furnham, A. (2014). Consumer Profiles (RLE Consumer Behaviour): An     Introduction to Psychographics (Vol. 5). Routledge.

Quester, P., Neal, C., Pettigrew, S., Grimmer, M. R., Davis, T., & Hawkins, D. (2007).      Consumer behaviour: Implications for marketing strategy. McGraw-Hill.

Schiffman, L., O’Cass, A., Paladino, A., & Carlson, J. (2013). Consumer behaviour. Pearson        Higher Education AU.

Solomon, M. R. (2014). Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ:   prentice Hall.

Wierenga, B., van Tilburg, A., Grunert, K. G., Steenkamp, J. B. E., & Wedel, M. (Eds.). (2012).   Agricultural marketing and consumer behavior in a changing world. Springer Science &            Business Media.