The marketer’s job does not end when the product is bought. After purchasing the product, the consumer will either be satisfied or dissatisfied and will engage in post purchase behavior of interest to the marketer.
Post purchase behavior is the stage of the buyer decision process in which consumers take further action after purchase based on their satisfaction or dissatisfaction with a purchase.
Post purchase behavior indicates the consumer’s reaction after making a purchase. It gives a concept of his/her likes, dislikes, attitudes, satisfaction, and preferences towards the service or product.
Post Purchase Behavior is the feelings or perception a purchaser or buyer has after buying a product or service. Depending on the consumer’s satisfaction/dissatisfaction s/he may repurchase or discontinue the service or product.
What determines whether the buyer is satisfied or dissatisfied with a purchase? The answer lies in the relationship between the consumer’s expectations and the product’s perceived performance. If the product falls short of expectations, the consumer is disappointed; if it meets expectations, the consumer is satisfied; if it exceeds expectations, the consumer is delighted. This suggests that sellers should promise only what their brands can deliver so that buyers are satisfied.
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