Post purchase behaviour in consumer buying process pdf

This article explores the implications of cognitive dissonance on varied aspects of consumer buying behaviour. Some of the factors leading to dissonance post purchase and prior to it have been comprehensively studied in the article. The empirical study of relationship between post purchase dissonance and consumer behaviour uzma hasan1 and dr. Stages of the consumer buying process six stages to the consumer buying decision process for complex decisions. However, the study of chinese consumer behaviour in purchasing health food in general is relatively rare. While the post purchase phase might sound like the end of the process. The post purchase evaluation phase is a little different from the other stages of the buying decision process in that it is somewhat linear. Marketers task is to study consumer behaviour in order to achieve a thorough understanding of all five stages unfolding in this process, not only of the purchase decision as such. Buyer behaviour is an important tool in the hands of marketers to forecast the future buying pattern of customers and devise appropriate marketing strategies to create longterm customer relationships. Awareness of such a need motivates the consumer to search for information about options with which to fulfill the need. This is usually due to what is known as a discrepancy between what the consumer initially thought of their purchase versus what they really experienced or noticed about the product. Consumer behaviour is the study of individuals, groups, or organizations.

This awareness may come from an internal source such as hunger or an external source such as marketing communications. Postpurchase behavior is the reaction of the consumer, it gives an idea of his likes and dislikes, preferences and attitudes and satisfaction towards the product. Journal of international business research and marketing. Chapter 6 class notes contents of chapter 6 class notes. The research on chinese consumer decisionmaking process. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Marketers need to focus on the entire buying process. If you continue browsing the site, you agree to the use of cookies on this website. How the customer feels about a purchase will significantly influence whether he will purchase the product again.

Marketers task is to study consumer behaviour in order to achieve a thorough understanding of all five stages unfolding in this process, not only of the purchase. Buying behaviour is the decision processes and acts of peopleprospective customers involved in buying. The postpurchase consumer behaviour, survey in the context of materials for food packaging article pdf available in italian journal of food science 244. Purchase is the means, and post purchase is the end.

An application of a fivestage consumer behaviour decision. According to engel, blackwell, and mansard, consumer behaviour is the actions and decision processes of people who purchase goods and services for personal consumption. Clearly, the buying process starts long before the actual purchase and continues long after. Introduction 1definition of buying behavior buying behavior is the decision processes and acts of people involved in buying and using products. In addition, the influence of impulse buying behaviour on post purchase mood and the effect of pre purchase mood on post purchase mood are specified as customer satisfaction mediating variable. Usually, after making a purchase, consumers experience post purchase dissonance. Introduction 1definition of buying behavior buying behavior is the decision processes and acts of people involved in buying. All the activities and experiences that follow purchase. Consumer buying behaviour is the result of the attitudes, preferences, intentions and decisions made by the consumer s in a market place before buying a product. On the next page there is a discussion of what influences consumer buying behaviour and the different types of buying behaviour.

Introduction any conflicting thought in the human mind which arises out of the discrepancy between what the consumer. Mar 18, 2010 post purchase consumer behaviour, cognitive dissonance slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Consumer decision making involves a continuous flow of interactions between environmental factors and behavioral actions. The figure implies that consumers pass through all five stages with every purchase. Once a consumer decides what brand he will purchase, he stars purchasing activities. Kotler and armstrong the consumer buying decision process is a systematic way of looking at how a consumer makes the decision to purchase a product any product in a product category. The main purpose of the consumer decisionmaking process is to understand the different needs of different consumer groups understanding its 5 stages. Dec 10, 2016 though there are many factors influencing the buyers decisions the final result of purchase may be the result of a single factor or due to all factors. In fact, there are six stages to the consumer buying process, and as a marketer, you can market to them effectively. The purchase process is initiated when a consumer becomes aware of a need. While the post purchase phase might sound like the end of the process, it does not mean the relationship is over.

It is against this background that this study seeks to examine sociocultural factors influencing consumer buying behaviour of clothes. Reference to consumer age groups, when discussing the influence of the internet. The paper begins with the identification of the degree of involvement in the purchase of a. Consumer buying behavior is the mix of a consumer s attitudes, preferences, and decisionmaking process when the consumer is acting in the marketplace to buy a good or service. Postpurchase behaviour introduction in consumer behaviour. Post purchase behavior is the reaction of the consumer, it gives an idea of his likes and dislikes, preferences and attitudes and satisfaction towards the product. Purchase triggers we have summarized the findings of the previous report on driving through the consumers mind. Swarnabakshi all marketing decisions are based on assumptions and knowledge of consumer behaviour.

The process of consumer decision making involves pre purchase information and post purchase outcomes. Factors that affect the consumer buying decision process. Chapter vi purchasing and post purchasing consumer behaviour. The study done in the paper tends to focus upon the variables which. The typical buying process consists of the following sequence of events. However, it may vary from product to services but all the. The consumer buying process is a complex matter, since many internal and external factors have an impact on the consumer.

Once a consumer decides what brand he will purchase, he stars. Post purchase dissonance is when the customer may be unsatisfied or unsure of their purchasing decision. At any given time, youre probably in some sort of buying stage. When a consumer realizes the needs, he goes for an information search. May 21, 2018 consumer behaviour considers the many reasons why people shop for products, buy and use them, and then dispose of them. The buying decision process and types of buying decision. In this phase, the consumer analyses the extent to which his purchase decision was good or not. Post purchase behavior involves all the consumers activities and the experiences that follow the purchase. Post purchase satisfaction is very important factor in customer buying process, if the product falls short of customer expectations the consumer will be. We must assume that the company has adopted the marketing concept and are consumer.

The specific objectives are to examine how cultural, economic and personal factors influence clothes need recognition, information search, and evaluation, patronage and post purchase behavior buying stages. In this section we remind the readers of the reasons that trigger the car purchase process. Factors influencing organistaional buying consumer. The three main factors influencing the consumer behaviour are the psychological, the personal and the social. Consumer behaviour is the study of individuals, groups and organizations decisions with regard to the selection, purchase, use, and disposal of goods, services, ideas, or experiences to satisfy their needs and wants. When consumers purchase high value products or non impulse products, they often go through a set process. It is worth noting that the buying process starts long before the actual purchase and it has consequences long afterward. Pdf the postpurchase consumer behaviour, survey in the. The reasons for high post purchase dissonance can be attractiveness and performance of forgone alternatives, difficult purchase. China has the single largest potential consumer market in the world. How to market at each stage of the buying decision process. This paper fills a gap in the literature by analyzing the role of mood and satisfaction on impulse buying and by examining the post purchase.

The specific objectives are to examine how cultural, economic and personal factors influence clothes need recognition, information search, and evaluation, patronage and post purchase behavior buying. Swarnabakshi all marketing decisions are based on assumptions and knowledge of consumer behaviour, hawkins and mothersbaugh, 2007. Post purchase consumer behaviour post purchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase. Common features of consumer behaviour models consumer behaviour as a decision process behaviour is rational and can be explained behaviour is purposive involving search, evaluation and storing of data preferences develop based on more limited use of information outcomes from purchase. When making a purchase, the buyer goes through a decision process consisting of 5 stages. The process of consumer decision making involves prepurchase information and postpurchase outcomes. Even small businesses and entrepreneurs can study the behaviour of their customers with. The researcher has strived to infer the factors and reason behind the change in buying behavior of consumers with respect to two wheelers in india. The marketers job is to understand the buyers behavior at each stage and the influences that are operating. Evaluation of sociocultural factors influencing consumer. Most of the theories of consumer buying decisionmaking assume that the consumer s purchase decision process consists of several steps.

In the past, it was a black box for marketers between the information search and post purchase behavior in the buying process. Post purchase behaviour in consumer buying process. The six stages of the consumer buying process and how to. Actual purchasing is only one stage of the process. The customer can only get to this phase by making it through the purchase phase. Post purchase behaviour is what occurs after the value proposition becomes the value acquisition. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. After that, the seller will give evaluation to the consumer, too. Those 5 stages include recognition of the need, information search, evaluating the alternatives, purchasing decision, and the post purchase behavior. Simply defined, post purchase behavior is the stage of the buyer decision process when a consumer will take additional action, based purely on their satisfaction or dissatisfaction.

All consumer decisions do not always include all 6 stages, determined by the degree of complexity. Consumer behaviour is the study of how consumers make decisions about what they need, want, and desire. The buying decision process does not end with the purchase decision, but with the postpurchase evaluation. A vital part of the marketing process is to understand why a customer or. Cognitive dissonance and its impact on consumer buying. Factors influencing organistaional buying in consumer behaviour factors influencing organistaional buying in consumer behaviour courses with reference manuals and examples pdf. Also in many research articles, authors use the next definition. Consumer buying behaviour is the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. Some important marketing implications flow from buyers post purchase decisions. Studying peoples buying habits isnt just for big companies. In other words, they regret their purchase decision. The typical buying process consists of the following. Reshma nasreen2 abstract the paper focuses on the factors which lead to post purchase dissonance among the consumers. The study of consumer buying behaviour is an interdisciplinary subject area drawing widely from sociology, psychology, anthropology etc.

Companies spend billions of dollars annually studying what makes consumers skip a beat. Cognitive dissonance and its impact on consumer buying behaviour. Ppb deals with actual rather than potential customers. According to solomon et al, 2006, consumer behaviour is the study of the process. The paper begins with the identification of the degree of involvement in the purchase. The empirical study of relationship between post purchase. Marketers need to focus on the entire buying process rather than just the. Unlike the developed markets where a car is bought to. Consumer buying behaviour process includes buyer recognition, information search, evaluation of alternatives, purchase decision and post purchase decision. Consumer behavior can be thought of as the combination ofefforts and results related to.

When purchasing a product, researchers identified several processes through which consumers go duhaime et al. The marketers job is to understand the buyer s behavior at each stage and the influences that are operating. Some of the factors leading to dissonance post purchase. Oct 29, 2017 post purchase consumer behaviour post purchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase. Postpurchase behavior consumers behavior textbook books. The consumer buying decision process looks at how consumers make buying decisions. It indicates whether or not the purchase motives have been achieved. Post purchase consumer behaviour, cognitive dissonance slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. How the customer feels about a purchase will significantly influence whether he will purchase. Understanding consumer buying behavior offers consumers greater satisfaction utility. Postpurchase decision processes and behaviour dr brians. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Jul 02, 20 in order to identify and research the whole purchasing process of the consumer, marketing scholars developed a stage model which lays out all the process and stages of the purchasing process of the consumer.