1.
POSTPURCHASE PROCESSES,
CUSTOMER SATISFACTION AND
CONSUMER LOYALTY
Presented by:
Mr. Seetal
Mr. Khamiso Khan
Mr. Sanaullah
Mr. Vikio
Mr. Muhammad Azeem
Mr. Mumtaz Ali
Presented to:
Mr. Ghulam Murtaza Shah
Instructor
Consumer Behavior

2.
POSTPURCHASE DISSONANCE
--doubt or anxiety about the correctness one’s decision after a purchase has been made.
Example: Mr. Khamiso purchased a flat near campus, to save time and cost.
1-degree of commitment
2-The importance of the decision to the consumer
3-The difficulty of choosing the among the alternatives
4-The individual’s tendency to experience anxiety

3.
APPROACHES TO REDUCE POSTPURCHASE
DISSONANCE
1-Increase the desirability of brand purchased
2-Decrease the desirably of the rejected alternatives
3-Decrease the importance of the purchase decision
4-Reverse the decision (return the product before use or cancel the
service)

4.
MR. SANAULLAH
Presented by:

5.
PRODUCT USE AND NON-USE
1-Product use
1.1-Regional use Behavior (e.g. Tea)
1.2-Multiple uses, multiple products (e.g.Smartphone, Computer etc)
2-Packaging (e.g. cleaning chores from hand-spray)
3-Defective Products
3.1-Product recall (toll free #, exchange, full refund)

6.
PRODUCT USAGE INDEX

7.
MR. KHAMISO KHAN
Presented by:

8.
DISPOSAL
Disposal : the final stage
of product usage, when
the consumer seeks to
return or otherwise trade-
in or destroy the old
product.
Recycling : a policy that
aims to use material from
products or packaging in
future products and
packaging.

9.
PRODUCT DISPOSAL AND MARKETING
STRATEGY
• Trad-in: product that consumer hope
to sell back when they purchase new
one.
• Consumer-to-Consumer Sales:
consumer sells the product directly to
another without a commercial
intermediary.
e.g. Income group engage in C2C Sales
e.g. A student sell his current bicycle
for purchasing new bicycle.

10.
MR. VIKIO
Presented by:

11.
PURCHASE EVALUATION
The Evaluation Process:
• Expectations : set of outcomes expected by consumers before entering into an exchange.
• Perceived performance: way a product/service delivers benefits, as perceived by
consumer.
• Satisfaction: perceptions of product performance match expectations minimum or
maximum desired performance.
• Dissatisfaction : feeling experienced by a consumer whose expectation have not been met
by a product or service.

12.
DIMENSIONS OF PERFORMANCE
1-Instrumental Performance:
--the physical /functional performance of the product.
e.g. dishwasher, overlock machine etc.
2-Symbolic/expressive Performance:
--the aesthetic /image-enchancement performance of a product.
e.g. Fashion of dresses (ladies/gents)
3-Affective performance:
--the emotional responses that owing or using a product provides.

13.
MR. MUMTAZ ALI
Presented by:

14.
DISSATISFACTION RESPONSES
1-Passive: (14%)
• Take action when
dissatisfied.
• Younger than
average
• Not alienated from
marketplace
• Not perceive social
benefits
(complaining)
• Private norms don’t
support.
2-Voices: (37%)
• Take private/public
action/direct action
• Somewhat older
than average
• Not alienated from
marketplace
• Believe in social
benefits
• Personal norms
supports
3-Irates (21%)
• average level direct
action, low level
public action
• Somewhat older
than average &
alienated from
marketplace
• Believe in social
benefits
• Personal norms
supports
4- Activists (28%)
• Private, direct,
public actions
• Younger than
average
• Somewhat alienated
from marketplace
• Strongly believe in
social benefits
• Personal norms
supports

15.
CUSTOMER SATISFACTION, REPEAT PURCHASE
BEHAVIOR AND CONSUMER LOYALTY
• Repeat Purchase Behavior:
a pattern of consumer
behavior that involves the
purchase of the same
product/service over time,
with/without loyalty to that
product or service.
• Brand Loyalty:
Commitment to a brand by a
consumer believes it meets
his/her overall needs and due to
emotional attachment.

16.
MR. MUHAMMAD AZEEM
Presented by:

17.
CONT’D
REPEAT PURCHASE BEHAVIOR, LOYALTY AND
MARKETING STRATEGY
• Consumer satisfaction contributes to repeat purchase behavior.
• Many alternative brands, greater price, products are easily sustainable, brand loyalty
trends to decrease.
• There is widespread concern among marketers of consumer non-durables.
• Re-location of marketing dollars from product advertising to promotional (discounts,
sweepstakes and other forms of short-term reductions.
• Satisfied consumer switch brands to take advantage of a promotional deal on a
competing brand.

18.
CONT’D
RELATIONSHIP MARKETING
Has Five Key Elements
1-developing a core service or product around which to build
a customer relationship.
2-Customising the relationship to the individual customer.
3-augmenting the core service or product with extra
customers.
4-pricing in a manner that encouraging loyalty.
5-marketing to the employees so they perform well for
customers.
“approach that
emphasis long-term
exchange and the
building of
customer loyalty as
a competitive
advantage”

19.
THANK YOU