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Post-purchase Behavior of Consumers
A relationship between the client and the marketer is mainly shaped by post-purchase behavior. A marketer's endeavor to identify post-purchase consumer behavior shows his willingness and dedication to implement a marketing approach or concept in a firm. In doing so, the marketer thinks like his consumers and empathizes with them. If a customer's purchase symbolizes their consuming goals and motivations, the post-buy behavior shows whether or not those goals and motivations have been realized. Purchase action is, therefore, the method, while post-purchase assessment is the result.
Post-purchase Use and Disposal
Marketers need to keep an eye on how consumers use and discard products. The marketer should be interested if customers discover a new product application since it can be marketed. If customers do not use the product, they are not particularly satisfied with it, which means word of mouth will not be very effective. The sales of new products will suffer if they sell or exchange the goods. Marketers should research how products are disposed of if they are thrown away, especially if they have the potential to harm the environment.
Nonetheless, various circumstances contribute to the development of happiness or discontent. These elements are −
Use, the occasion of Product/Brand.
Cost/Investment involved in choice making.
Number of outcomes and their desirability
Prior experience with product/brand
Personal expectations and norms
Group expectations and norms
Outcome endurance - the duration for which the outcome persists
The time lag between the choice and use of the product
Theories of Post-Purchase Evaluation
Several theoretical theories link a product's performance with buyers' expectations. These theories are flourishing in emphasizing the significance of post-purchase evaluation, although they slightly oversimplify the complicated link between product expectations and performance. This step of the decision-making process encourages recurrent business and positive word-of-mouth promotion. It also determines the consumer's sentiments regarding the business, the product they have purchased, and other items the firm manufactures.
Formation of Satisfaction/Dissatisfaction
The outcome of any transaction is always either satisfaction or discontent. Satisfaction is what is anticipated to happen. It means confirming that the chosen alternative's performance is compatible with its prior assumptions and expectations. Conversely, dissatisfaction denotes a lack of such confirmation concerning the result. Following are some generalizations drawn from these studies −
Consumer happiness and discontent are not universally defined.
Although the existence of a specific component may occasionally result in discontent, avoiding it does not always guarantee satisfaction.
The cumulative impact of several circumstances leads to either contentment or dissatisfaction. It might be challenging to determine each factor's specific influence.
Although customer unhappiness is widespread, it is doubtful that complaints will always be filed. According to the authors, the degree of dissatisfaction, the perceived benefit from complaining, the personality of the consumer, the general attitude towards complaining, the ease with which the person to be complained against can be identified, the resources available to the consumer for complaining, and the consumer's prior experience with the product are all related to complaint behavior. Handling satisfaction or dissatisfaction is a logical process.
Marketers' Response Strategies
The buyer and seller are the only parties participating in the post-purchase assessment. However, other parties may become involved if the customer uses an outside intervention mechanism due to a defective product or general discontent. A good example is the government's and consumer advocacy groups' intervention. In order to keep customers happy and prevent third parties from becoming involved, marketers must develop suitable answers to post-purchase activity. The standard replies that a marketer should take into account are as follows −
Monitor Regularly the Consumer Reactions
A marketer should start and promote regular customer monitoring of their opinions on themselves, their product line, and a specific brand. Such monitoring data will be continuously collected, evolve into an information system, and act as early warning signals. This monitoring is essential when things are offered through non-store purchase channels.
Bring product Quality under Marketing Responsibility
Although many talks about enhancing product quality, marketing will only change if marketing is responsible for maintaining product quality. As a result, quality control will advance from being a standalone production department task to a combined marketing and manufacturing department goal.
Handle Complaints Quickly and Responsibly
Marketing professionals must do more than pay lip service to manage client concerns. These should be addressed as soon as possible, and the complaint should be promptly informed of the action. Merely acknowledging that a complaint has been received helps to lessen unhappiness.
Be a Courteous and Helpful Host
Poor customer service at purchase is to blame for most client discontent. It could result from useless or rude salespeople, a lack of product availability, or lousy customer service. Marketers may observe that it is possible to differentiate and get a competitive advantage even for everyday items by treating incoming consumers respectfully and assisting them.
State-only Realistic Product Claims
A marketer must make truthful product promises in light of the previously discussed relationships between product performance and expectation. Realistic promotions that are done creatively result in enduring client loyalty and goodwill.
Help Consumer on Product Use
The way a product is utilized may have a significant impact on whether a consumer is satisfied or not. Marketers are vested in assisting consumers in correctly using products, especially ones that might malfunction if incorrectly opened or handled carelessly. It is possible to prevent future customer unhappiness by providing adequate instructions or information.
Sell Solution instead of Product
Nobody purchases items; instead, they purchase "solutions" through products. Promotional efforts should thus concentrate on the product's performance or solution rather than the product itself. This will represent the marketers' intention to satisfy customers.
Assure Even after the Purchase is Over
Marketers must reassure clients they are committed to their delight even after the sale. A positive and fulfilling connection between consumers and marketers may be made by sending a thank-you note or visiting customers to learn about their sentiments after purchasing.
When the transaction is complete, the marketer's focus must go to the stage where customers deal with their reactions to the acquisition and use of the product. Responses could be either favorable (satisfaction) or unfavorable (dissatisfaction or dissonance), how customers react to these situations and potential marketing solutions.
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