Page 168 - principles of tourism marketing-1 (1)

During the purchase phase of the decision-making process, the

consumer may form an intention to buy the most preferred brand

because he has evaluated all the alternatives and identified the

value that it will bring him. Anything marketers can do to simplify

purchasing will attract buyers. Providing basic product, price, and

location information through labels, advertising, personal selling,

and public relations is an obvious starting point. Product sampling,

coupons, and rebates may also provide an extra incentive to buy.

A consumer’s feelings and evaluations after the sale come into play
during the post-purchase phase. These feelings can influence

customer retention and influence what the customer tells others
about the product or brand. The marketer may take specific steps

to reduce post-purchase dissonance. Advertising that stresses the
many positive attributes or confirms the popularity of the product

can be helpful.

Focusing on Customers: What cellphone customers wanted in 1997

is likely very different than what smartphone users want today.

Customer focus should be treated as a subset of the corporate

strategy rather than the sole driving factor. This means looking

beyond current-state customer focus to predict what customers will

demand in the future, even if they themselves discount the

prediction.

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