purchase post behavior

7/27/2019 Purchase Post Behavior

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Post purchase behavior refers to all behavior, positive

and negative, that is generated from the purchase.



Two Activity are of a primary Importance:

1)Decisions on the product Set-Up and Use

2)Decisions On Related Products Or Services

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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



• 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.



1. Product Set-Up and Use :

Providing Information and Assistance Understanding the user’s consumption System

Decisions about Warranties

2. Related Products and Services



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.



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.



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



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.



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.



Evaluation of

Alternatives

Purchase

Product

PerformanceConfirmation or

disconformition

Product

expectation

Satisfaction Dissatisfaction



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.



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

purchase post behavior

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