Post purchase consumer behavior

Buy Now To order the entire book click on the button below, and select the book from the list of available books: Please allow 5 to 10 days for delivery of the Book.

Post purchase consumer behavior

Buy Now To order the entire book click on the button below, and select the book from the list of available books: Please allow 5 to 10 days for delivery of the Book.

Usually, after making a purchase, consumers experience post-purchase dissonance. In other words, they regret their purchase decision.

The reasons for high post-purchase dissonance can be attractiveness and performance of forgone alternatives, difficult purchase decision, large number of alternatives, etc.

Post purchase consumer behavior

A high level of post-purchase dissonance is negatively related to the level of satisfaction the consumer draws out of product usage. To reduce post-purchase dissonance, consumers may sometimes even return or exchange the product. How consumers use the products is an important knowledge source for marketers, as they can offer better products and reach more consumers based on these consumer usage patterns.

In some cases, however, consumers initially use Post purchase consumer behavior product but after a period of time fail to do so. Marketers, therefore, should not consider a product purchased as a product consumed.

A non-used product is also more likely to affect the repurchase pattern of the consumers negatively.

Types of Search Activities

Consumers need to dispose off the products or packaging before, during, or after the use. The issue of disposal is gaining considerable importance for marketers as it directly affects the repurchase pattern of the consumers.

As more and more products are consumed and disposed off, it is likely that repurchase will also be more. Many a time, consumers cannot repurchase without disposing off the product first, due to space and financial constraints.

Thus, many marketers, especially retailers, are helping consumers to dispose off their old products.

Dictionary

The disposal options the consumers have are - keep the product, temporarily dispose off, or permanently dispose off.

Consumer dissatisfaction may result in complaint behavior. Marketers should try to use consumer complaints as a way of assessing their performance as perceived by their consumers and should use this opportunity to delight them by showing their commitment to consumer service.

Many marketers are actively seeking consumer feedback to improve their products and service quality with a view to retaining their existing consumers and attracting new ones. Only totally satisfied and committed consumers are recognized as brand loyalists. Brand loyal consumers not only spread positive word-of-mouth for the brand but are also less likely to switch to other brands.

Marketers are increasingly indulging in loyalty marketing to increase consumer retention, with various schemes and discount offers for their high value regular consumers. However, many observers believe that these kinds of tactics, if not implemented properly, can fail to deliver what they initially promised, resulting in frustrated consumers.

Others also believe that marketers should classify their consumers on the basis of their satisfaction thresholds and then treat each group differently.Consumer Buying Behavior refers to the buying behavior of the ultimate consumer.

A firm needs to analyze buying behavior for: Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision.

This can be reduced by warranties, after sales communication etc. Apr 08,  · Simply defined, Post-Purchase Behavior is the stage of the Buyer Decision Process when a consumer will take additional action, based purely on their satisfaction or dissatisfaction.

Consumers' retail store selection behavior depends on - store image Despite post-purchase dissonance, many consumers proceed with consumption of the product.

How consumers use the products is an important knowledge source for marketers, as they can offer better products and reach more consumers based on these consumer usage patterns. Post-purchase affective dissonance occurs when the consumer experiences conflicting emotions about the purchase.

Mixed emotions play a role in consumer pre-purchase and post-purchase behavior. Consumers' retail store selection behavior depends on - store image Despite post-purchase dissonance, many consumers proceed with consumption of the product.

How consumers use the products is an important knowledge source for marketers, as they can offer better products and reach more consumers based on these consumer usage .

Westbrook, Robert A.(), "Correlates of Post Purchase Satisfaction with Major Household Appliances," Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Papers from a Marketing Research Symposium, Day, Ralph L.

Editor, Indiana University, Bloomington, Indianapolis, 85 .

Marketing Post-Purchase Behavior ~ The Market, Media, Life