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PURCHASING THE MERCHANDISE OR SERVICE Steps taken by retailers to increase the chances that customer converts their merchandise or service evaluations into purchases are: No stock out of popular merchandise No liberal return policies or money back guarantees or refunding schemes. » Should Offer credit Having convenient checkout terminals Reducing the actual and perceived waiting time in terminals POST PURCHASE EVALUATION The experience after using the product makes the post purchase decision. Key Ingredients that makes post purchase evaluation: o Satisfaction Level after using that product o Customer Expectation from store offering that product. POST PURCHASE EVALUATION Satisfaction or Dissatifaction Satisfaction leads to: o Repeated purchase, © Build store and brand loyalty, © Recommend others by word of mouth. whereas, Dissatisfaction leads to: © Complain to retailers, co Patronise other stores, © Selection of different brands.