This relief is assessment, and it is the direct result of dissonance. Installation The value proposition must be made ready for the buyer to use. Unselected alternatives have desirable features. How is the product used? How much is consumed at any one time? This theory was derived from two basic principles: Post-purchase Dissonance Consumers may become dissonant over a purchase decision.
If it does not, then we have doubts about our purchase. The action is irrevocable 3. Second, there is psychological importance.
Some important marketing implications flow from buyers post-purchase decisions. Not all products require these sort of decisions and some do not offer the options.
It is the feeling of uncertainty about whether the right choice is being made. Factors That Cause Dissonance There are several factors that make dissonance highly likely both before and after the purchase.
Third, there is product performance. Can delivery be organised by the seller?
There is no pressure applied to the consumer to make the decision. When can delivery occur? There is no finite time of possession or use requirement for it to occur.
Delivery Can the buyer take immediate possession and take it home? Televisions, hi-fi units, and air conditioners, for example, all must be carefully set up if the consumer is to find satisfaction from their use. We consider dissonance to be normal after a decision or product selection — but not inevitable.
Retailers have learned that the profits are often in the optional extras that a buyer purchases, rather than in the original product itself. There are several desirable alternatives.
Fifth is the perceived performance of alternatives rejected.
There is no question that dissonance occurs in a great many, if not all, buying situations. First, there is price or total payment cost.
Each is a potentially an important decision which may affect the buyers overall purchase choice Decisions on Value Acquisition Two important post-purchase decisions to be made relate to delivery and installation.Post purchase Evaluation Process Carlie Higdon MAN March 9, Professor Dana Adams Consumer post purchase evaluation is generally affected by pre purchase expectations, The consumer usually does some sort of research to compare prices and such before making a big purchase, a house or a car for example.
Post-Purchase Evaluation Process Kenneth Gill Man 9/06/ Holly Fair Post-Purchase Evaluation Process There are five steps to a consumer’s decision. Apr 26, · Post-purchase decision Processes and Behaviour This entry was posted on April 26, Post-purchase Evaluation.
There are several functions which this stage serves. It is the process of reselling, recycling, trashing, repairing, trading and the like associated with the physical product, packaging, and its promotional materials.
Once a purchase decision is made, the next step in the process is the evaluation of the product after purchase. Consumers expect certain outcomes from the purchase, and how well these expectations are met, determines the level of customer satisfaction.
Module 2 will guide you through the consumer decision-making process. Here you will explore how a potential-buyer researches a product, how they make their purchase decision, and their post-purchase evaluation.
Evaluation of alternatives; Purchase; Post-purchase behavior; Problem or Need Recognition. This is the first stage of the Consumer Decision Process in which the consumer is able to recognize what the problem or need is and subsequently, what product or kind of product would be able to meet this need.
It is oftentimes recognized .Download