Postpurchase Behavior

Behavior related to purchase

Once the consumer makes a decision to purchase a product, there can be several types of
additional behavior associated with the decision. Two activities are of primary importance: (1)
decisions on products installation and use and (2) decisions on products or services related to
the item purchased.
Product Set-up and Use: One set of implications flows from decisions on product set-up and
use. Three topics are relevant here: (1) providing information and assistance, (2) understanding
the user’s consumption system, and (3) decisions about warranties
Related products and services: An another area of potential profit that should be actively
cultivated. Because buyers may become interested in related items, they need to be made aware
of the potential products that exist

Postpurchase Evaluation
Consumer Satisfaction/Dissatisfaction: Satisfaction is an important element in the evaluation
stage. “Satisfaction is a kind of steeping away from an experience and evaluating it. One could
have a pleasurable experience that caused dissatisfaction because even though pleasurable, it
wasn’t as pleasurable as it was supposed or expected to be. So satisfaction/dissatisfaction isn’t
an emotion, it’s the evaluation of emotion”. The expectations may be about (1) the nature and
performance of the product or service (that is, the anticipated benefits to be derived directly
from the item), (2) the costs and efforts to be expended before obtaining the direct product or
service benefits, and (3) the social benefits or costs accruing to the customer as a result of the
purchase
Consumer Complaint Behavior: Complainers tend to be members of more upscale
socioeconomic groups than noncomplainers. The severity of the dissatisfaction or problems is
positively related to complaint behavior. Complaining is more likely when there is a more
positive perception of retailer responsiveness to customer complaints
Postpurchase Dissonance: Dissonance theory was derived from two basic principles: (1)
Dissonance is uncomfortable and will motivate the person to reduce it and (2) individuals
experiencing dissonance will avoid situations that produce more dissonance
Dissonance Reduction: There are several majors ways in which the consumer strives to reduce
dissonance. He may (1) change his evaluation of the alternative, (2) seek new information to
support his choice, or (3) change his attitudes
Marketing Implications
Confirming expectations: When expectations are not confirmed, however, cognitive
inconsistency develops and the consumer will likely reduce the resonance by evaluating the
product (or store) somewhat negatively
Inducing attitude change: Small inducements force the consumer to confront his purchase
behavior without ready explaination for it, whereas large inducements may allow the consumer
to simply rationalise behavior
Product Disposition
Disposition Alternatives and Determinants: Psychological characteristics of the decision
maker, factors intrinsic to the product, situational factors extrinsic to the product