Question

1. Which part of the basic consumption process takes place after purchase? Explain how it comes to be.

Based on Consumer Behavior 8th Edition by Babin + Harris. Chapter 14: Consumption to satisfaction.

Answer 1

Basis Consumption process starts from:

1. Problem Recognition where consumers realize what they want.
2. Information search where the consumer starts searching for information to find a way to solve that problem
3. Evaluation of Alternatives is the step in which the consumer evaluates all the alternatives available to him to satisfy his needs.
4. Purchase Decision is the point when consumers have evaluated all the options and now has made his final purchase decision.
5. Purchase is the step where the consumer has already chosen the alternative, made the purchase decision and it just depends upon how easy the buying process would be for him.
6. Post-Purchase Evaluation is the final step that comes after purchase. In this step, the consumer evaluates his overall experience while doing business with you and decided if he was satisfied or not. Further explained below

Post-Purchase Evaluation
You may assume you're within the clear currently however your work doesn’t finish when the client makes their purchase! Customers can appraise their purchase supported previous expectations and choose whether or not or not they're happy. If they’re not pleased with your product, they’ll simply ne'er use it once more – and everybody is aware of that continual customers ar far better than those shopping for just the once. Or it may find yourself going even worse, with the client requesting to be reimbursement. In fact, revenues and client loyalty will be simply lost. when procurement is formed, it’s inevitable that the client should decide whether or not they are happy with the choice that was created or not. this will be eased by characteristic the supply of dissonance associated with providing an exchange that's straightforward and easy. However, though the client is happy together with his or her call to create the acquisition, whether or not a future purchase is formed from your complete remains in question. as a result of this, causing follow-up surveys and emails that impart the client for creating a procurement is vital.

Depending on however you handle this case, the client can react otherwise. If you place their considerations comfy & even build them feel higher, they’re far more possible to come back or perhaps refer their friends. Or, if you treat them wrong, you’re ne'er planning to see them (or their friends) once more.
There is a handful of the way to figure with this stage…

• Good client Service – having the ability to speak to your customers & facilitate them use their product will take you a protracted means.
• Follow-Up Emails, Survey – showing the client that you just care concerning their expertise may be pleasant expertise on its own.
• Fair Treatment – generally, the merchandise would possibly simply find yourself not being what the client is searching for. If you treat them with respect & supply a refund, they’re a lot of possibilities to come back for a unique purchase. If you shut them down, they’re lost forever.