Post Purchase

In addition to the overt types of behavior that result from purchase, the consumer also engages in an evaluation of the purchase decision . Because the consumers is uncertain of the wisdom of his decision. He rethinks this decision in the post purchase stage. There are several functions which this stage serves. First, it serves to broaden the consumer’ set of experiences stored in memory. Secondly provides a check on how well he is doing as a consumer in selecting products stores, and so on. Third, the feedbacks that the consumer receives from this stage helps to make adjustments in future adjustments in future purchasing strategies.
Consumer satisfaction / dissatisfaction:
Satisfaction is an important element in the evaluation stage. Satisfaction refers to the buyer’s state of being adequately rewarded in a buying situation for the sacrifice he has made. Adequacy satisfaction is a result matching actual post purchase and consumption experience with the expected rewards from the brand in terms of is anticipated potential to satisfy the consumer’s motives.
The concept of satisfaction is one about which there are presently few agreed upon definitions approaches to measurement. nevertheless Hunt has summarized the concept In the following statements
Satisfaction is a kind of stepping away from an experience and evaluating it. One could have a 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
Consumers form certain expectations prior to the purchase. These expectation my 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 expanded before obtaining the direct product or service benefits, and( 3) the social benefits or costs accruing to the consumers as a result of the purchase (that is, the anticipated impact of the purchase on significant others)....