MARK2051 - Post Purchase Behaviour & Satisfaction

Which is the best example of brand loyalty?

• A. Mary smashes the screen on her Samsung Galaxy S4. She had heard good things about the iPhone 7 so she goes out and purchases it.
  
• B. After little research, John has purchased a Volkswagen Golf. After a few months of use he is pleasantly surprised with its performance.
• C. Richy is out at night with his university friends and is dared to get MARK2051 tattooed on his arm. He accepts the dare but immediately after leaving the parlour he feel a sense of regret.
  
• D. Steve is about to purchase the new iPhone online on his Apple Macbook. An ad pops up about the highest rated phone of the year, the Samsung Galaxy S8. Steve ignores the ad and continues with his purchase.

Julia has just gotten a new marketing job with Dell computers. She has to present different strategies to help the company reduce its high levels of consumer post-purchase dissonance. Which of the following strategies would be most INEFFECTIVE, and therefore most likely rejected by Dell?

• A. Adding an extended warranty to the product beyond the basic warranty offered under the Australian Consumer Law (ACL).
  
• B. Surveying the consumer to confirm their satisfaction following the purchase.
  
• C. Moving resources away from after-sale support and towards extending the current product line.
• D. Offering a 24/7 customer support hotline with technicians who are able to troubleshoot any issues experienced by the consumer.

Sandy is looking at purchasing a new Honda. Which of the following responses are most aligned with the principles discussed in Magnus Soderlund’s journal article, “Customer familiarity and its effects on satisfaction and behavioural intentions”?

• A. Sandy researches the features of the new Honda before she purchases it and does not show any post-purchase behaviour.
  
• B. After spending countless hours researching the new Honda. The product does not meet Sandy’s expectations and she experiences extreme product dissatisfaction.
  
• C. After researching the new Honda, Sandy decides she does not like it and purchases a Toyota.
  
• D. Sandy has little involvement prior to purchasing her new Honda. She is extremely satisfied with her purchase.

Which of the following scenarios will yield the highest total consumer cost?

• A. Mark buys a packet of crisps from his local convenience store, he quickly eats them and throws the rubbish in the bin outside.  
  
• B. John drove 5 hours to adopt a dog, given to him free by his friend. John spends $20 a week on feeding the dog and take it for a 30 minute walk each day.
  
• C. Felix bought a luxury fridge online and paid for premium delivery by plane from USA. The fridge cost $30 a week to run. After one year the fridge’s motor breaks and Felix has to pay $350 to dispose of it at his local dump.
  
• D. Jake buys a mug from the discount store and uses it for his morning coffee. After 4 years of use he accidently smashes it on the ground. Jakes spends a minute cleaning it up and puts the pieces in the kitchen bin.

From the video we see that Lewis has purchased the highly anticipated red iPhone. However, when he opens the box he is suddenly underwhelmed by the product as he realises it is just a different coloured iPhone. Which post-purchase behaviour does Lewis exhibit?

• A. Post-Purchase Dissonance.
• B. Responsiveness.
  
• C. Pre-Purchase Dissonance.
  
• D. Brand Loyalty.