Team Performance

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or Image of brand to establish a set of evaluation criteria, desirable, classify the different products available and evaluate which options has the most opportunity to satisfy.

The process will then begin to Evoked set. “The evoked set” (aka “consideration set”) is the set of brands or products with a probability of being purchased by the consumer (because good image or the positive information collected)

In the different way, Inept set is the set of brands or products that have no chance of being purchased by the shopper (Negative perception or has had a negative buying experience) While “inert set” is the set of brands or products for which the consumer has no specific opinion.

Consumer are more important that can effect purchase to stronger, the higher number of solutions that consumer will consider are important. In the other hand, Solution that considered will have smaller number for each day of product.

2.4 Purchase Decision

After consumer evaluated different solution and product that will respond their need. They will ready to choose brand or product that most appropriate with their needs then consider from purchase itself. Information from previous will use to selection made. On the perceived value, product’s features and capabilities are important but many choices will also affected such as consumer shopping experience, the variety of promotion, good condition terms for the sale.

2.5 Post–Purchase Behaviors

When the product purchased and used consumer will evaluate with original needs (caused of buying behavior). And consider that they have get the right choice to buy this product? or satisfy their expectations. If the product satisfies their needs they will prefer to buy the same brand. (Gain customer loyalty)

In opposite, if consumer disappointed consumer will back to repeat the 5 stages of the Consumer Buying Decision Process during his next purchase but by excluding the brand from his “evoked set”. Consumer satisfaction is very important for loyalty of consumer and regular consumer. Especially, for customer who had low level of involvement–such as Fast–Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG). A loyalty which is a major source of revenue for the brand when you combine all purchases made by consumer throughout his entire life (called “lifetime customer value”). The “Holy Grail” that all brands in the industry are trying to achieve. For positive or negative, consumer will sharing their experience and opinion of the brand. (word of mouth) or from social network and review from the websites. A tendency not to be overall because Internet is more powerful, an unhappy customer can have a strong power to bad reputation. It is important for companies to have awareness of that matter. In addition to optimizing the customer experience, a guarantee, an efficient customer service (call center) that can be help to developed or improve post–purchase behavior.