A PRESENTATION ON

POST PURCHASE BEHAVIOUR

BY
THE 5thth GROUP
3rdrd BCOM
BUYING DECISION

BUYING DECISION PROCESS

 Needs recognition stage
• Buyer recognises a problem or need
• Responds to a marketing stimulus

• Needs may be-

– Physiological
– Safety
– Social
– Esteem
– Self actualization
Maslow’s need hierarchy
 Gathering information of the product’s
brands stage
• Personal sources
– family, friends, neighbours etc
• Commercial sources
– Advertising, salespeople, retailers, dealers, packaging,
billboards
• Public sources
– newspapers, radio, television, consumer organisations;
specialist magazines
• Experimental sources
– handling, examining, using the product
 Evaluation of alternatives stage
• Customer chooses between the alternative
brands, products and services.

• How & why?

– Degree of perceived relevance and personal
importance that accompanies the choice.
Evaluation types
• High-involvement purchases 
– Include those involving high expenditure or
personal risk like, buying a house, a car or making
investments.
• Low involvement purchases 
– Include very simple evaluation processes like,
buying a soft drink, choosing some breakfast
cereals in the supermarket.
 Purchase decision stage
• Considerations-
– Terms of sale
– Past experience buying from the seller
– Return policy.
• Influenced by-
– store atmosphere
– time pressure
– pleasantness of the shopping experience.
 Post purchase decision
Performance <
Post purchase dissatisfaction Disappointment
expectations

Performance =
Post purchase satisfaction Satisfaction
expectations

Performance >
Post purchase delight Delight
expectations
 Customer use & disposal

Product

Get rid temporarily Get rid permanently Keep it

Give Sell Thro For
Trad For new Store
Lend it Rent it it
away e it it
w
away
original
purpose purpose it
Dissatisfaction
Satisfaction
Delight
THANK YOU