Q. Define Post-purchase evaluation?
Post-purchase evaluation - Cognitive Dissonance
The final phase is the post-purchase estimation of the decision. It is general for customers to experience concerns after making a purchase decision. This occurs from a concept that is known as ‘cognitive dissonance'. The customer having purchased a product may feel that an alternative would have been preferable. In these situations that customer will not repurchase immediately however is likely to switch brands next time.
To control the post-purchase stage it is the job of the marketing team to persuade the potential customer that the product will satisfy his or else her needs. Then subsequent to having made a purchase the customer must be encouraged that he or she has made the right decision.
There are a range of alternative models however that of AIUAPR which most directly links to the steps in the marketing/promotional process is frequently seen as the most generally useful