Demystify what happens before a purchase! Explore how customers research, experience dissonance, and adopt new products. Learn from these slides to optimize your marketing strategy. These slides delve into the fascinating world of pre-purchase behavior, the journey customers take before clicking "buy." We'll explore: The Pre-Purchase Stages: Understand the different stages customers go through, from problem recognition to information search and evaluation of alternatives. Cognitive Dissonance: Learn how customers manage the mental conflict that arises after a purchase and how to address it in your marketing. Diffusion of Innovation: Discover how new products are adopted by different segments of the population and how to position your product for faster diffusion. By understanding these key concepts, you can gain valuable insights into your target audience and optimize your marketing strategy to influence their pre-purchase journey.

1. POST-PURCHASE
BEHAVIOUR
The customer journey doesn't end at the checkout counter.
This session explores the crucial stage of post-purchase
behavior, where customer satisfaction, dissatisfaction, and a
psychological phenomenon called cognitive dissonance come
into play. We will also discuss the implications of these factors
for developing effective marketing strategies.
Department
of
Management

2. POST
PURCHASE
BEHAVIOUR
The actions and attitude of a customer after
making a purchase is called post-purchase
behaviour. It can include anything from their
satisfaction with the product or service, their
likelihood of making a repeat purchase, to their
potential to recommend the product to others.
Department
of
Management

3. Department
of
Management
IMPORTANCE
of Post-Purchase Behavior
Customer
Retention
Brand
Reputation
Increased
Sales
Competitive
Advantage
Lower
Costs
Better
Insights

4. It asks customers to rate the
likelihood of them recommending
the product or service to others on a
scale of 0-10.
customer experience metric that
measures the ease with which
customers can use your product or
service, resolve a support issue, or find
the information they need.
Net Promoter Score
Customer Effort Score (CES)
commonly used metric that indicates
how satisfied customers are with a
company's products or services. It's
measured through customer feedback
and expressed as a percentage
Customer Satisfaction Score (CSAT)
MEASURING
POST-
PURCHASE
BEHAVIOUR
Department
of
Management

5. Department
of
Management
STEPS TO IMPROVE
Post-Purchase Behavior
1
2
3
4
Provide
Excellent
Customer
Service
Offer
Returns
and
Refunds
Follow Up
with
Customers
Provide
Additional
Information
4
5
Engage
Customers
on Social
Media
Offer
Discounts
and
Promotions

6. Department
of
Management
COGNITIVE DISSONANCE
Cognitive dissonance can occur in various
marketing scenarios, such as when a customer
purchases a product or service that does not meet
their expectations or is exposed to contradictory
information about a brand. This concept is crucial
for marketers to effectively engage with consumers
and influence their decision-making process.

7. Department
of
Management
EXAMPLE
A new, fully electric car
appears on the market.
Consumers are interested
in buying the car, but
they worry about how
many miles they can get
from the car.
Dissonance
The car manufacturer
creates a marketing
campaign that seeks to
address this anxiety by
using studies to
demonstrate how many
miles the car can get.
Solution

8. Department
of
Management
COGNITIVE
DISSONANCE IMPACT ON CONSUMER
BEHAVIOUR
When individuals experience
cognitive dissonance, they are
motivated to reduce the
discomfort by either changing
their attitudes and beliefs or
seeking information that
supports their existing beliefs.

9. Department
of
Management
COGNITIVE
DISSONANCESTRATEGIES TO HANDLE
Provide
additional
information
Use social
proof
Offer
guarantees
Give
comparative
information
Create
consistent
messaging

10. DIFFUSION OF INNOVATION
Diffusion of Innovation is a theory that explains
how, why, and at what speed new ideas and
technologies spread through a society or social
system. It was popularized by sociologist Everett
Rogers in his book "Diffusion of Innovations"
(1962).
Department
of
Management

11. PRODUCT CHARACTERISTICS
I
N
N
O
V
A
T
I
O
N
InfluencingDiffusion
01
01
Relative Advantage
How much better is
the innovation than
existing solutions?
02
02
Compatibility
Does the innovation
fit with people's
existing values and
practices?
03
03
Complexity
How hard is it to
understand and use
the innovation?
04
04
Observability
Can the results of
using the innovation
be easily seen by
others?
Department
of
Management

12. r
E
S
S
I
S
T
A
N
C
E
Department
of
Management
RESISTANCE TO
INNOVATION
People only sometimes readily accept new things. Reasons
for resistance can include:
Habit
People are
comfortable with
what they know.
Risk
There might be
perceived risks
associated with
the innovation.
Uncertainty
People might not be sure
how the innovation will
work
Incompatibility
The innovation might not fit with
people's existing values or
practices.

13. a
d
o
p
t
i
o
n
Department
of
Management
ADOPTION PROCESS
Rogers identified a five-stage process that individuals go through when considering an innovation:
Awareness
Learning that
the innovation
exists
Interest
Developing
interest in the
innovation and
seeking more
information
Evaluation
Deciding
whether the
innovation is
right for them
Trial
Experimenting
with the
innovation on a
limited basis
Adoption
Deciding to use
the innovation
on a regular
basis