Unit 5 – Post Purchase Behavior

1. Post Purchase behavior: reasons and remedies

Post-purchase dissonance, also known as post-purchase regret or buyer's remorse, is the

feeling of discomfort or dissatisfaction that can occur after making a purchase. There can
be several reasons for post-purchase dissonance, including:

1. The product does not meet expectations: If the product does not live up to the
claims made by the manufacturer or seller, or if it fails to perform as expected, the
buyer may experience post-purchase dissonance.

2. The price was too high: If the buyer feels that they paid too much for the product,
they may experience post-purchase dissonance.

3. The buyer had second thoughts: Even if the product meets expectations, the buyer
may experience post-purchase dissonance if they had second thoughts about making
the purchase.

4. The buyer feels they could have made a better choice: If the buyer believes they
could have made a better purchasing decision, they may experience post-purchase
dissonance.

5. The buyer regrets not doing more research: If the buyer wishes they had done more
research before making the purchase, they may experience post-purchase dissonance.
 6. The product has negative consequences: If the product has negative consequences
or is not suitable for the buyer's needs, the buyer may experience post-purchase
dissonance.

7. The buyer is influenced by others: If the buyer is influenced by the opinions of

others and regrets their purchase as a result, they may experience post-purchase
dissonance.

Here are some remedies that may help to alleviate post-purchase dissonance:
1. Return or exchange the product: If the product does not meet expectations or is not
suitable for the buyer's needs, returning or exchanging it may be an effective way to
alleviate post-purchase dissonance.
2. Use the product: Sometimes using the product can help to alleviate post-purchase
dissonance, particularly if the buyer was initially uncertain about its usefulness or
functionality.
3. Talk to the seller: If the product is defective or not as described, the buyer may want to
contact the seller to discuss their concerns and see if a resolution can be reached.
4. Seek support from friends and family: Talking to friends and family about the
purchase and the feelings of dissonance can help the buyer to gain a different perspective
and feel more at ease about the decision.
5. Take time to reflect: Sometimes, taking a step back and reflecting on the reasons for the
purchase and the decision-making process can help the buyer to feel more comfortable
with their decision.
6. Seek professional help: If the feelings of dissonance are particularly strong and are
affecting the buyer's daily life, seeking the help of a professional therapist or counselor
may be helpful.

2. Product Use and Non-use

 Product use refers to the extent to which a consumer actually uses the product they have
purchased. If a consumer uses the product frequently and consistently, they may be more
satisfied with their purchase and experience less post-purchase dissonance. On the other
hand, if a consumer does not use the product or uses it infrequently, they may be less
satisfied with their purchase and more likely to experience post-purchase dissonance.

Nonuse refers to the decision not to use a product, even if it has been purchased. Nonuse
can be caused by a variety of factors, such as the product being unsuitable for the
consumer's needs, the consumer losing interest in the product, or the consumer finding a
better alternative. Nonuse can also lead to post-purchase dissonance, as the consumer
may feel regret about their decision to purchase the product.

Understanding the factors that influence product use and nonuse can be helpful for
marketers in developing strategies to increase consumer satisfaction and reduce post-
purchase dissonance. Some strategies may include providing clear product information
and demonstrating the benefits of the product, offering support and resources to help
consumers get the most out of the product, and allowing for returns or exchanges if the
product does not meet expectations.

3. Product disposition: Methods and marketing strategies

Product disposition refers to the way in which a product is disposed of or discarded after
it has reached the end of its useful life. There are several methods of product disposition,
including:
1. Recycling: Recycling involves breaking down used products and materials into raw
materials that can be used to create new products. This can help to reduce waste and
conserve natural resources.
2. Reuse: Reuse involves using a product again for the same purpose or for a different
purpose. This can include donating or selling used products to others or repurposing them
for a new use.
3. Refurbishment: Refurbishment involves repairing and restoring used products to a like-
new condition. This can include repairing or replacing damaged parts and cleaning and
testing the product.
4. Disposal: Disposal refers to the process of discarding a product that is no longer needed
or wanted. This can include throwing the product away in a landfill or incinerating it.
It's important for companies to consider the environmental impact of their products and to
adopt sustainable product disposition methods whenever possible. This can help to reduce
waste and protect the environment, and may also help to enhance the company's
reputation and build customer loyalty.

Product disposition marketing strategies are designed to influence consumer behavior

and encourage the adoption of sustainable practices for disposing of products. These
strategies can help to reduce waste and protect the environment, and may also enhance a
company's reputation and build customer loyalty.
Here are some examples of product disposition marketing strategies:
1. Education and awareness campaigns: Companies can use marketing campaigns to
educate consumers about the importance of sustainable product disposition and the
benefits of adopting eco-friendly practices. This can include providing information about
recycling programs, reuse options, and the environmental impact of different disposal
methods.
2. Incentives and rewards: Companies can offer incentives or rewards to encourage
consumers to adopt sustainable product disposition practices. This can include discounts
on future purchases, loyalty points, or other rewards for recycling products or choosing
eco-friendly disposal methods.
3. Repair and maintenance services: Companies can offer repair and maintenance services
to help extend the life of products and reduce the need for disposal. This can include
 offering repair or maintenance services directly or providing information and resources to
help consumers repair their products on their own.
4. Resale and donation programs: Companies can promote the reuse of products through
resale or donation programs. This can include offering buyback or trade-in programs for
used products, partnering with organizations that accept donations of used products, or
promoting the sale of used products through online platforms.
5. Sustainable product design: Companies can design products with sustainability and
eco-friendliness in mind, with the goal of reducing waste and the environmental impact
of disposal. This can include using recycled materials, designing products for ease of
repair and maintenance, and choosing packaging materials that are easily recyclable.

4. Satisfaction and Dissatisfaction

Satisfaction and dissatisfaction are two possible outcomes that a consumer may
experience after using a product.

Satisfaction occurs when the product meets or exceeds the consumer's expectations. If the
product performs as expected and meets the consumer's needs, the consumer is likely to
be satisfied with their purchase.

Dissatisfaction occurs when the product does not meet the consumer's expectations or
needs. If the product is defective, does not perform as expected, or is not suitable for the
consumer's needs, the consumer is likely to be dissatisfied with their purchase.
Dissatisfaction can lead to post-purchase dissonance, which is the feeling of discomfort
or regret that can occur after making a purchase.

There are several factors that can influence satisfaction and dissatisfaction after using a
product. These include the product's quality, functionality, convenience, and
compatibility with other products and devices. Companies can use this information to
improve the design and marketing of their products and to increase consumer satisfaction.
 5. Consumer complaint behavior

Consumer complaint behavior refers to the actions that a consumer takes when they are
unhappy with a product or service. Consumer complaints can take many forms, including
verbal complaints to the company or its employees, written complaints to the company or
regulatory bodies, or negative reviews or feedback online.

There are several factors that can influence consumer complaint behavior. These include
the severity of the problem, the consumer's previous experiences with the company, the
consumer's perceived power or influence, and the consumer's personality and values.

Companies can take steps to reduce consumer complaints and improve customer
satisfaction. This may include offering high-quality products and services, providing
clear and accurate information about products and services, and responding promptly and
effectively to consumer complaints and concerns.

It's important for companies to listen to and address consumer complaints, as they can
provide valuable feedback and insights that can help the company to improve its products
and services. Ignoring or dismissing consumer complaints can lead to negative
perceptions of the company and may damage its reputation.

6. Satisfaction and brand loyalty

Consumer satisfaction and brand loyalty are closely related concepts. Consumer
satisfaction refers to the degree to which a product or service meets or exceeds a
consumer's expectations. High levels of consumer satisfaction can lead to increased brand
loyalty, which is the tendency of a consumer to continue purchasing from a particular
brand or company.
There are several factors that can influence consumer satisfaction and brand loyalty,
including:
1. Product quality: High-quality products that meet or exceed a consumer's expectations
are likely to lead to increased satisfaction and brand loyalty.
2. Customer service: Good customer service, including prompt and effective responses to
customer inquiries and complaints, can contribute to increased satisfaction and brand
loyalty.
3. Price and value: Consumers are more likely to be satisfied and loyal to brands that offer
good value for money.
4. Convenience: Brands that are convenient and easy to use are more likely to generate
increased satisfaction and loyalty.
5. Innovation and differentiation: Brands that offer innovative and unique products or
services are more likely to generate increased satisfaction and loyalty.
It's important for companies to focus on increasing consumer satisfaction in order to build
brand loyalty. This may involve investing in product quality, customer service, and other
factors that contribute to a positive consumer experience.