Effects on consumer behavior due to post purchase regret. Postpurchase behavior involves all the consumers activities and the experiences that follow the purchase. Marketers task is to study consumer behaviour in order to achieve a thorough understanding of all five stages unfolding in this process, not only of the purchase decision as such. Post purchase actions largespecific sort of behavior is analyzed as with the level of satisfaction and dissatisfaction of the customers. In this world of the postpurchase relationship or retention marketing, your no. Postpurchase behaviour introduction in consumer behaviour. This is usually due to what is known as a discrepancy between what the consumer. Post purchase consumer behaviour postpurchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase. Introduction 3 research methodology 4 postpurchase consumer behaviour 5 analysis summary of results 18 recommendations 20 reference 21 appendix. Dissonance and its impact on consumer buying behaviour the human mind and make the buyer rethink about the decision made, notes kassarjian and cohen 1965. Chapter vi purchasing and post purchasing consumer.
The impact of digital marketing on firms strategies and. Simply defined, postpurchase behavior is the stage of the buyer decision process when a consumer will take additional action, based purely on their satisfaction or dissatisfaction. Postpost purchase behaviour free download as powerpoint presentation. And if the products performance does not match prior expectations consumers will be dissatisfied. Implications for customer loyalty abstract although customer complaining behavior has been studied in the traditional market place, little research has been done on handling online customer complaints. Some important marketing implications flow from buyers postpurchase decisions. Usually, after making a purchase, consumers experience postpurchase dissonance. Marketing implications of decisions related to post purchase. If it could meet the needs and could stand up to the expectation of the consumers or not, etc. The buying decision process and types of buying decision behaviour mariacristiana munthiu. Normally, the consumer is unsure of hisher decision on completing a sale. A study on factors influencing consumer buying behavior in.
Ppb deals with actual rather than potential customers. The sem causal model was used to verify the capability of the model to explain the. The reasons for high post purchase dissonance can be attractiveness and performance of forgone alternatives, difficult purchase decision, large number of. This paper aims to deal with another aspect of post. Pdf purpose the purpose of this study is to examine the strategies used by consumers to control themselves in the singles day promotion. The reasons for high postpurchase dissonance can be attractiveness and performance of forgone alternatives, difficult purchase decision. This results in the customer either regretting the brand or in returning the product back from where he purchased. Pdf online content and postpurchase behavior a study of. Marketing implications of decisions related to post. Pdf measuring of satisfaction and postpurchase process in. Abstract this study is attempted to combine the decomposition theory of planned behavior with the theories of relationship quality and product involvement to.
The first basic and general objective of this paper is the analysis of the consumer behavior in relation to marketing. No significant association between authority to make decisions and post purchase dissonance the authority to make a final call in the decision can have an impact on the feeling of post purchase anxiety being experienced by the consumer. The final phase of the decision process is postpurchase behavior. Abstract this study is attempted to combine the decomposition theory of planned behavior with the theories of relationship quality and product involvement to establish a complete model for the explanation of factors influencing online investment and postpurchase behavior. They can be prepurchase behavior, during purchase behavior and postpurchase behavior. Post purchase behavior is basically behavior of a customerconsumer after purchasing of a product.
Buyer after the purchase, may be satisfy or dissatisfy depend on. During the post purchase evaluation many consumers may not be satisfied but if their. Usually, after making a purchase, consumers experience post purchase dissonance. Postpurchase dissonance is when the customer may be unsatisfied or unsure of their purchasing decision. The impact of digital marketing on firms strategies and consumers postpurchase behavior. Baskaran part time e doctoral research scholar, department of commerce arignar anna government arts college cheyyar 604 407, tiruvannamalai district, tamil nadu dr. View enhanced pdf access article on wiley online library html view download pdf for offline viewing. This postpurchase regret is mostly the result of compulsive or unplanned buying, a consumer might not had in mind to buy a certain product but occasionally. Pdf drivers of purchase behavior and postpurchase evaluation in. This article explores the implications of cognitive dissonance on varied aspects of consumer buying behaviour. First there are three different outcomes of these evaluations when product performance matches expectations, leading into a neutral feeling.
In addition, much of the existing post purchase literature on consumer behavior is. Cognitive dissonance and its impact on consumer buying. With an estimated 35 percent internet penetration and about 450 million internet users, india is the second largest internet using country in the world. The sem causal model was used to verify the capability of the model to explain the online investment and post purchase. Postpurchase behavior is the reaction of the consumer, it gives an idea of his likes and dislikes, preferences and attitudes and satisfaction towards the product. The effects of postpurchase evaluation factors on online. The consumer behavior can be divided into three stages.
The importance of the post purchase satisfaction is that suggestions are provided about the trustfulness of the product by appreciating the performance bao, 2008. Managing postpurchase behavior great ideas for teaching. Postpurchase behavior consumers behavior textbook books. The effects of postpurchase evaluation factors on online vs. And, hence, this hypothesis will bring in light the same. How the customer feels about a purchase will significantly influence whether he will purchase the product again.
Abstract this study is attempted to combine the decomposition theory of planned behavior with the theories of relationship quality and product involvement to establish a complete model for the explanation of factors influencing online investment and post purchase behavior. Dissonance though is a psychological concept but has a great bearing on the way consumers plan their purchase and effect of the purchase made on their future. How the customer feels about a purchase will significantly influence whether he will purchase the product again or consider other products within the brand repertoire. It mainly occurs due to a large number of alternatives available, good performance of alternatives or attractiveness of. Pdf post purchase consumer behaviour pankaj vithal. We employ an ordered logistic model and find that consumers whose plan. Which of these customers would a firm prefer to deal with. In other words, they regret their purchase decision. In the postpurchase behavior customer evaluates his purchase decision. If you continue browsing the site, you agree to the use of cookies on this website. Factors influencing online and postpurchase behavior and.
Understanding consumers postpurchase behavior purpose past research on consumers post. The empirical study of relationship between post purchase. Get your custom essay on post purchase evaluation process. Pdf post purchase behavior is basically behavior of a customerconsumer after purchasing of a product. The impact of customer satisfaction and relationship. Post purchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase. A study on factors influencing consumer buying behavior in cosmetic products a,h.
Understanding consumer psychology social sciences psychology business marketing. All the activities and experiences that follow purchase are included in the post purchase behavior. Cognitive dissonance, have you made the right decision. Post purchase consumer behaviour, cognitive dissonance slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Optimizing for postpurchase behavior has a direct impact on customer satisfaction, which can increase purchases and customer loyaltyretention, leading to more brand advocates, and increased income and sales. Purchase decisionchoose buying alternative, includes product, package, store, method of purchase etc. Ten consumer behaviour models short notes bbamantra. The buying decision process and types of buying decision. Pdf this study is aimed to analyze the post purchase behaviour of consumers towards c segment cars.
The simple act of optimizing to encourage positive postpurchase behavior can have a great impact on the rest of your ecommerce business. The study wishes to approach the post choice evaluation and examining the role of disappointment and regret on consumer behaviour. Krishnamurthy, assistant professor and research supervisor. How to optimize postpurchase behavior in woocommerce. Learn vocabulary, terms, and more with flashcards, games, and other study tools. This activity highlights how four different consumers usually deal with dissatisfaction. The consumers level of satisfaction or dissatisfaction is directly related to the varying relationship between their initial. Post purchase behaviour is what occurs after the value proposition becomes the value acquisition. Post purchase behavior involves all the consumers activities and the experiences that follow the purchase. Knowing that existing customers are easier to sell than new customers, consider retention marketing your firststop in exploring how to increase overall sales. The paper begins with the identification of the degree of involvement in the purchase of a. Post purchase dissonance is when the customers state of the mind and perception is quite uneasy after purchasing the product or service offering of the brand. Post purchase behavior of a customer mba tutorials. Browse the definition and meaning of more terms similar to post purchase behaviour.
Millennials form a significant part of internet users in india. Post purchase behavior of customers on retailers brand ijbmi. The post purchase period is the observation period for analyzing whether the product was useful to consumers or not. Postpurchase decision processes and behaviour dr brian. The role of good brand enhances positive word of mouth, leads to customer loyalty and. Postpurchase behaviour introduction in consumer behaviour postpurchase behaviour introduction in consumer behaviour courses with reference manuals and examples pdf. A change in product attributes bring a change in consumers perception about the product and hence may affect his buying decision and subsequently his post purchase behavior. The management dictionary covers over 7000 business concepts from 6 categories. Once a consumer decides what brand he will purchase, he stars purchasing activities. Some of the factors leading to dissonance post purchase and prior to it have been comprehensively studied in the article.
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