13.4 Post-purchase behavior

Post purchase evaluation

This stage involves tracking the order by the consumer and receiving the delivery of products or the

service. During this stage, the consumer is tracking the product till he receives it the product when he

receives and he can complain also if he has a problem regarding his credit card payment.

This is the stage in which the consumer evaluates the performance of the retailer. The consumer

evaluates his experience and compares between his expectations during the pre-purchase and purchase stages.

Matching or exceeding consumer expectations is important to make the consumer repeats the process.

There are three possible outcomes of the post-purchase evaluations:

The actual performance matches the expectations leading to a neutral feeling.

Performance exceeds expectations causing to a positive disconfirmation of expectations.

Performance is below expectations causing negative disconfirmation of expectations and

dissatisfaction. For each of these three outcomes, the consumer judges their experience against

their expectations when performing a post purchase evaluation.

An important component of the post purchase evaluation is the reduction of any doubt or uncertainty that

the consumer had before the selection. In this stage, consumers try to reassure themselves that their

choice was a wise one. This done through one of these strategies:

13.4 Post-purchase behavior

They may rationalize the decision as being wise.

They may seek advertisement that support their choices and avoid competitive brands.

Persuade friends and neighbors to buy the same brand.

Consult other satisfied owners for reassurance.

If the product meets the expectations, the consumer will buy it again. If the experience is disappointing,

the consumer will look for other suitable alternatives.

The post purchase evaluation serves to influence future related decisions. If the consumer is satisfied

with his product, he will feel that the money they spent for the particular product pays them back in terms

of satisfaction and added convenience.