After making a purchase, consumers may experience post-purchase dissonance if they have doubts about their decision or feel anxiety over choosing one alternative over others. Dissonance is more likely for high-involvement or durable products where the decision is difficult or irreversible. To reduce dissonance, consumers will try to increase the desirability of the chosen product or decrease desirability of non-chosen alternatives. They may also decrease the perceived importance of the purchase decision. Post-purchase satisfaction depends on whether a product meets, exceeds or fails to meet expectations regarding its instrumental and symbolic performance. Marketers can manage this by creating reasonable expectations and ensuring consistent quality to minimize negative reactions that could harm their brand image.

1. Consumer Decision Process –
Post Purchase Behaviour
Presented By-
Kumud
Shreeya
Vikas

2. Introduction
After buying the goods, what consumer thinks or feels about the product
while using it.
In certain purchases, consumer experiences Post-Purchase dissonance.
Dissonance theory involve 2 basic principles:-
Reduce it
Avoid it

3. Continues.....
 Dissonance happens when more than one alternatives are available.
 Doubt or anxiety resulting from such a decision is termed as Post-
Purchase Dissonance.

4. Factors of Dissonance
Degree of irrevocability of the decision.
Importance of decision to the consumer.
Difficulty of choosing among the alternatives.
Individual’s tendency to experience anxiety.

5. Reason of Dissonance
 Alternative Attributes of the product.
 Purchase characterized as High involvement.

6. Continues…
 Dissonance is more likely to be strongest for Durable products.
 Once dissonance is passed, it becomes increasingly unpleasant.
 Consumer uses to take a step for avoid or reduce it.

7. Approaches to minimize
Increase the desirability of the brand purchase.
Decrease the desirability of alternative not selected.
Decrease the importance of the purchase decision.
Return the product before using it.

8. Continues….
•Sometimes consumers reduce Post-Purchase Dissonance by Internal re-
evaluation.
•In this process, they enhance the Value of attributes of the selected Brand.
•They decrease the value of attributes present in Brand not selected.
•Searches the favorable information that serves the wisdom of a particular
purchase choice.

9. Purchase Evaluation & Satisfaction/
Dissatisfaction
Consumer’s post-purchase evaluation process is influenced by-
a. Purchase process itself
b. Post-purchase dissonance
c. Product use &
d. Disposal of product/package

10. Relationship of Expectation, performance & satisfaction
Level of expectation
Perceived
performance relative
to expectation
Below minimum
desired performance
Above minimum
desired performance
More than expected Satisfaction
Satisfaction/
Commitment
Same as expected Non-satisfaction Satisfaction
Worse than expected Dissatisfaction Dissatisfaction

11. Satisfaction/dissatisfaction
determinants
Consumers buy products not only for what they can do but also for what
they mean. Two dimensions are:-
1. Instrumental performance
2. Symbolic performance

12. Instrumental performance
 Instrumental performance related to the physical functioning of the
product.
 Proper operation of the product is vitally important such as camera,
microwave oven, Vacuum cleaner, Sewing machine, & others.

13. Symbolic performance
 Symbolic performance refers to performance that relates to aesthetic or
image enhancement.
 For example, the durability of a winter jacket refers to instrumental
performance while its styling represents symbolic performance.

14. Implication for Marketers
 Creating reasonable expectations among consumers
 Ensure consistency in product quality

15. Negative word-of-mouth communications
Develop an efficient system to receive complaint
Simply receiving complaints efficiently is not enough

16.  India is an area of major opportunity for business
 Intel Pentium problem
 Negative publicity & harmed the company image

17.  Better strategy is anticipating dissatisfaction
Johnson & Johnson company , LifeScan