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Post purchase consumer behaviour
The document discusses post-purchase consumer behavior, including the stages of post-purchase satisfaction and dissatisfaction. It describes how after making a purchase, consumers will evaluate whether they are satisfied or dissatisfied based on if the product meets their expectations. If satisfied, they may become repeat customers, but if dissatisfied they may switch brands, spread negative word-of-mouth, or take actions like complaining or legal action. The document includes a flow chart outlining potential post-purchase behaviors and responses to satisfaction and dissatisfaction.
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Post purchase consumer behaviour
- 1. Prepared by –Akhil Dubey
- 2. Buyer decisionmaking process. Post purchase consumer behavior. Post purchase consumer behavior flow chart. Purchase evaluation and customer satisfaction. Post purchase satisfaction. Post purchase dissatisfaction.
- 3. Buyer Decision MakingProcess Problem Recognition Information Search Evaluation of Alternatives Purchase Decisions Post-Purchase Behavior
- 4. Post Purchase ConsumerBehaviour Post-purchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase. How the customer feels about a purchase will significantly influence whether he will purchase the product again.
- 5. POST PURCHASE CONSUMERBEHAVIOUR FLOW CHART PURCHASE USAGE EVALUATIO N SATISFACTION REPEAT PURCHASE DISCONTINUE USE BRAND SWITCHING INCREASE D USE COMMITTED CUSTOMER PRODUCT DISPOSAL COMPLAINT BEHAVIOUT POSTPURCHASE DISSONANCE NONUSE
- 6. PURCHASE USAGE NONUSE POST PURCHASE DISSONANCE POST PURCHASECONSUMER BEHAVIOUR Some purchases are followed by a phenomenon called ‘post-purchase dissonance’ or ‘cognitive dissonance’. This occurs when a consumer doubts the wisdom of purchase he or she has made.….occurs at Point of Sale…. Other purchases are followed by nonuse. The consumer keeps or returns the product without using it. It occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use.’ Did I Do the Right Thing?
- 7. POST PURCHASE CONSUMERBEHAVIOUR PURCHASE USAGE EVALUATIO N PRODUCT DISPOSAL COMPLAINT BEHAVIOUT POSTPURCHASE DISSONANCE NONUSE Product use often requires the disposition of the product package or the product itself. During, and after use, the purchase process and the product are evaluated by the customer. Unsatisfactory evaluations may produce complaints by those consumers. Appropriate responses by the firm may reverse the initial dissatisfaction among those who complained
- 8. PURCHASE EVALUATION &CUSTOMER SATISFACTION • The purchase evaluation process is potentially influenced by post- purchase dissonance, product usage, and product disposition. • Satisfaction generally occurs when the use of the product fulfills the expectations of meeting instrumental and symbolic needs. • When these needs are not met, dissatisfaction occurs. Negative Purchase Evaluation A negative purchase evaluation may trigger the following symptoms: – Existing consumers take no action to re-purchase. – Existing consumers switch to competitor brands/stores. – Negative word-of-mouth increases.
- 9. Satisfaction is afunction of the closeness between expectations and the product’s perceived performance. - If performance fall short of expectations the consumer is disappointed. - If the performance meets expectations the consumer is satisfied. - If the performance exceeds expectations the consumer is delighted. Consumer form their expectations on the basis of messages received from sellers, friends, and other information sources. Post-Purchase Satisfaction
- 10. Complain to store or manufacture r Stop buying that brandor at the store Warm Friends Complain to private or Govt. Agencies Initiate Legal Action LESS FAVORABL E ATTITUDE DISSATISFACTION TAKE NO ACTION TAKE ACTION DISSATISFACTION RESPONSES