CH06 - CHAPTER 6 Post-Purchase Processes: Consumption and...

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1 Post-Purchase Processes: Consumption and Post- Consumption Evaluations : CHAPTER 6 2 3 4 Consumption Behavior
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5 Consumption Behavior When does Consumption Occur? How much time passes between purchase and consumption? What time of day is product used? When in the year or during which season is product consumed? 6 Consumption Behavior Where Does Consumption Occur? The situation in which consumption occurs can affect product choice— e.g., beers sales for in-home versus on-premise consumption 7 Consumption Behavior How Is the Product Consumed? How is the product prepared? Is it consumed alone or with other products? Is it used as intended or have consumers invented a new use? 8 Consumption Behavior Consumers may be similar in what they consume, but different in how much they consume Usage volume segmentation: dividing consumers into segments based on amount of consumption (heavy, moderate, and light users) Firms can encourage consumption or change amount consumed How Much Is Consumed?
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CH06 - CHAPTER 6 Post-Purchase Processes: Consumption and...

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