Page 75 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes the washing machine is not open for a trial purchase; it will have to be adopted only. If the
customer decides to make a purchase, his post consumption behaviour is studied in the next stage.

Stage of Post Purchase Behaviour

If the product matches his expectations, the consumer is satisfied. If the performance of the product
exceeds the expectations, the consumer is delighted and if the performance falls short of expectations,
he is dissatisfied. So post purchase behaviour leads to three situations, namely customer is satisfied;
customer is delighted or customer is dissatisfied. In the event of dissatisfaction, the consumer goes
back to the problem recognition stage and again undergoes the process of information search,
evaluation of alternatives and final purchase. In the subsequent stages, he is not likely to include
the rejected brand of previous round and will only consider the existing brands and new brand
information that he acquired while he was still evaluating the previous brand.
Post-purchase behaviour refers to the behaviour of a consumer after his commitment to a
product has been made. It originates out of consumer experience regarding the use of the
product and is indicated in terms of satisfaction. This behaviour is reflected in repeat purchases
or abstinence from further purchase. A satisfied product-use experience leads to repeat purchase,
referrals from satisfied customers to new customers, higher usage rate and also brand advocacy.

Example: If you ate a burger at McDonald’s and liked it, it will result in satisfaction and
you are likely to eat at McDonald’s again, in future.

Post purchase behaviour study also includes how consumers use and dispose the product after
consumption. Disposal of products explains the emerging environmental issues related to package
disposal and its impact on the environment.

Task Determine from five of your friends the list of products/brands they have
in their evoked set, inept set an inert set for the following products/services:
(a) Detergents (b) Anti-dandruff shampoo (c) Deodorant (d) Airlines. Also
find out their decision-making process for any one these items.

Self Assessment

Multiple Choice Questions:
9. Problem recognition is....................... process.

(a) One time (b) One way
(c) Tedious (d) Continuous
10. You want to buy a credit and you are sure that you are not going to buy ICICI Bank’s card
or HDFC Bank’s card. These brands are a part of your....................... set.
(a) Evoked (b) Inept
(c) Intercept (d) Inert
11. Which of these is not a marketer dominated source of information?
(a) Advertisements (b) Company website

(c) Blogs (d) Dealers

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