Post Purchase Behaviour

Posted in Marketing and Strategy Terms, Total Reads: 21749
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Definition: Post Purchase Behaviour

The behaviour after a product purchase is called Post purchase behaviour. Generally after a product purchase the buyer undergoes post purchase dissonance means the buyer regrets his /her purchase.

This dissonance can be due to: -

  • Large number of alternatives
  • The other alternatives have better features
  • It was a difficult buying decision
  • Performance risk of the product
  • High financial commitment towards the product
  • Wear and tear of the product

But if the performance of the product is good the customer is satisfied

Now based on the satisfaction or dissatisfaction the consumer will rebuy the product or discontinue the product.

Example: - A customer buys toothpaste and doesn’t like the taste, this will cause dissonance and he will discontinue the product and use some other brand.


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