The consumer decision process does not end with the purchase. After using the product or service, the consumer compares the level of performance with expectations and is either satisfied or dissatisfied. Satisfaction occurs when the consumer's expectations
Belch: Advertising and II. Integrated Marketing 4. Perspectives on © The McGraw-Hill
Promotion, Sixth Edition Program Situation Analysis Consumer Behavior Companies, 2003
Figure 4-5 Faithful or fickle? Percentage of users of these products who are loyal to one brand Cigarettes 71%
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