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: -
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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