Download - Purchase Post Behavior
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Post purchase behavior refers to all behavior, positive
and negative, that is generated from the purchase.
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Two Activity are of a primary Importance:
1)Decisions on the product Set-Up and Use
2)Decisions On Related Products Or Services
0
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Consumer who have purchased consumer durables arefamiliar with the need to have their product set up or
installed. Product must be made ready for the buyer to
use.
Many other Durables could be cited which necessitatesome set-up in order for them to be properly used.
In order to ensure buyer satisfaction, such problems
must be carefully developed to provide sufficient
instruction.
Finally, warranty information covering buyer protection
in case of product failure should be provided to
purchase. This is an increasingly significant element in
today’s high-tech environment
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• It happens that a buyer of one items becomes a
candidates for all sorts of options and related products
or services.
• Many retailers have learned that a big profits are oftenin optional extras that a consumer purchases, rather
than in the original product itself.
• Campaign enthusiast may begin with a tent and buy a
wide range of related products such as a stove, lantern,sleeping bag, and backpack.
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1. Product Set-Up and Use :
Providing Information and Assistance Understanding the user’s consumption System
Decisions about Warranties
2. Related Products and Services
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Consumer purchases a major durable goods such as a
large-screen television, washer, and so on forth from a
full-service retailer it would ordinarily require the store
to carefully install or ser up the product and explain its
operation to the user.
Explain the customer proper installation and operation
of the product.
Manufacturers need to select retailers carefully asmembers of their distribution team who will provide the
kind of quality after-sale-installation or warranty service
that will enhance the manufacturer image.
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The provision of information to consumers is the
marketer's first understanding how his product is used
by the consumers and how this product fits into the
consumer’s “consumption systems”.
It is also important for the marketer to understand the
user’s consumption system, that is the manner in which
the consumer performs the total task of whatever.
Understanding how this product fits in with otherproducts in terms of consumption behavior, new
marketing opportunities may arise.
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Product or service warranty, which is promise by the
manufacturer or seller that the product or service is freefrom defects in materials and workmanship and thatproblems will be corrected if failure occurs during thewarranty period
Benefits
1. Providing assurance of product/service quality andvalue.
2. Increasing self-confidence about correctness of product/service choice.
3. Reducing feelings or risk of ownership because of return of refund privileges.
4. Reducing dissonance because of warranty assurance of quality
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A second factor for the marketer to consider withregards to post purchase activities concerns buyers
interests in related products and services.
This is another area of potential profit that should be
actively cultivated.
Concept is to identify products that may be related in
nature and determining appropriate marketing mix that
can be effectively marketed.
Gillette sells razors, shaving cream, hair spray and
deodorants.
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In addition to the overt types of behavior that result
from purchase, the consumer also engages in an
evaluation of the purchase decision . Because the
consumer is uncertain of the wisdom of his decision. He
rethinks this decision in the post purchase stage. There
are several functions which this stage serves.
First, it serves to broaden the consumer’ set of
experiences stored in memory.
Secondly provides a check on how well he is doing as aconsumer in selecting products stores, and so on.
Third, the feedbacks that the consumer receives from
this stage helps to make adjustments in future
adjustments in future purchasing strategies.
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Evaluation of
Alternatives
Purchase
Product
PerformanceConfirmation or
disconformition
Product
expectation
Satisfaction Dissatisfaction
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Satisfaction is an important element in the evaluation
stage.
Hunt has summarized the concept in the following
statements, Satisfaction is a kind of stepping away froman experience and evaluating it. Satisfaction /
dissatisfaction isn’t an emotion, it’s the evaluation.
Consumers form certain expectations prior to the
purchase. The interaction between expectations and actual
product performance produces either satisfaction or
dissatisfaction.
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Dissatisfaction
Occurs
Voice
ResponsePrivate
responses
Third
party
response
e.g.,seek
redress
from
seller;no
action
e.g,word-
of-mouth
communic
ation
e.g,take
legal
action