Post purchase behavior refers to all behavior, positive and negative, that is generated from the purchase.

Two Activity are of a primary Importance:

1)Decisions on the product Set-Up and Use 2)Decisions On Related Products Or Services

Consumer who have purchased consumer durables are familiar with the need to have their product set up or installed. Product must be made ready for the buyer to use. Many other Durables could be cited which necessitate some set-up in order for them to be properly used. In order to ensure buyer satisfaction, such problems must be carefully developed to provide sufficient instruction. Finally, warranty information covering buyer protection in case of product failure should be provided to purchase. This is an increasingly significant element in todays high-tech environment

It happens that a buyer of one items becomes a candidates for all sorts of options and related products or services. Many retailers have learned that a big profits are often in optional extras that a consumer purchases, rather than in the original product itself. Campaign enthusiast may begin with a tent and buy a wide range of related products such as a stove, lantern, sleeping bag, and backpack.

1.

Product Set-Up and Use : Providing Information and Assistance Understanding the users consumption System Decisions about Warranties

2. Related Products and Services

Consumer purchases a major durable goods such as a large-screen television, washer, and so on forth from a full-service retailer it would ordinarily require the store to carefully install or ser up the product and explain its operation to the user. Explain the customer proper installation and operation of the product. Manufacturers need to select retailers carefully as members of their distribution team who will provide the kind of quality after-sale-installation or warranty service that will enhance the manufacturer image.

The provision of information to consumers is the marketer's first understanding how his product is used by the consumers and how this product fits into the consumers consumption systems. It is also important for the marketer to understand the users consumption system, that is the manner in which the consumer performs the total task of whatever. Understanding how this product fits in with other products in terms of consumption behavior, new marketing opportunities may arise.

1. 2. 3. 4.

Product or service warranty, which is promise by the manufacturer or seller that the product or service is free from defects in materials and workmanship and that problems will be corrected if failure occurs during the warranty period Benefits Providing assurance of product/service quality and value. Increasing self-confidence about correctness of product/service choice. Reducing feelings or risk of ownership because of return of refund privileges. Reducing dissonance because of warranty assurance of quality

A second factor for the marketer to consider with regards to post purchase activities concerns buyers interests in related products and services. This is another area of potential profit that should be actively cultivated. Concept is to identify products that may be related in nature and determining appropriate marketing mix that can be effectively marketed. Gillette sells razors, shaving cream, hair spray and deodorants.

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 consumer 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.

Evaluation of Alternatives

Purchase

Product expectation

Confirmation or disconformition

Product Performance

Satisfaction

Dissatisfaction

Satisfaction is an important element in the evaluation stage. Hunt has summarized the concept in the following statements, Satisfaction is a kind of stepping away from an experience and evaluating it. Satisfaction / dissatisfaction isnt an emotion, its the evaluation. Consumers form certain expectations prior to the purchase. The interaction between expectations and actual product performance produces either satisfaction or dissatisfaction.

Dissatisfaction Occurs

Voice Response

Private responses

Third party response

e.g.,seek redress from seller;no action

e.g,wordof-mouth communic ation

e.g,take legal action