Post-purchase behavior involves all the consumers' activities and the experiences that follow the purchase.

An evaluation of a products performance against the consumers pre-purchase expectation will result in several outcomes. In most cases people are satisfied with their purchases to a greater or lesser extent. In some cases, people may be dissatisfied to a greater or lesser extent, and in few cases they will be extremely dissatisfied. Equally, in few cases the individual will be more than satisfied, perhaps even delighted with the product.

Post-Purchase Satisfaction:
Satisfaction is a function of the closeness between expectations and the products perceived performance. - If performance fall short of expectations the consumer is disappointed. - If the performance meets expectations the consumer is satisfied. - If the performance exceeds expectations the consumer is delighted.

Consumer form their expectations on the basis of messages received from sellers, friends, and other information sources. The importance of post-purchase satisfaction suggests that a product claim must truthfully represent the products likely performance.

Marketers attempts
Match product to needs of consumer Focus on benefits, product, packaging, promotion, warranties, return policies, credit, installations, service etc. Provide post decision positive information.

Consumers attempts
Ways to reinforce desirability of choice Research, pay attention to advt. Show purchase to friends to get good response. Trivializing purchase.

PURCHASE
POSTPURCHAS E DISSONANCE

NONUSE

USAGE
PRODUCT DISPOSAL EVALUATION COMPLAINT BEHAVIOUT

SATISFACTION

REPEAT PURCHASE

INCREASED USE

BRAND SWITCHING

Stage One Stage one is the recognition of the particular problem or need and here the buyer has a need to satisfy or a problem that needs solving, and this is the beginning of the buyer decision process. Stage Two Stage two is where we begin to search for information about the product or service, the buyer start to work out what might be the best product or service for solving the problem or satisfying any need.

Stage Three Stage three sees the evaluation of the available alternatives whereby the buyer decides upon a set of criteria by which to assess each alternative. Stage Four We buy or select a product/service/supplier at stage four. Individuals or teams of buyers make the final choice of what to buy and from whom to buy it.

Stage Five Interestingly the process does not stop at the point of purchase because there is a stage five called the postpurchase evaluation. The process continues even when the product or service is being consumed by the individual or business. So if it doesn't meet your needs or solve your problem you can take action to improve the product or service. Your actions at this point might inform other potential buyers who would be keen to hear about your experiences good or bad.

Product User: Vaibhav Bansal Product Name: HP Pavilion G6-2005AX Laptop Problem Recognition: A great gaming laptop under 35K. Information Search: Internet(www.notebookreview.com) (www.shopping.hp.com) Evaluation Alternatives: Asus G75VW AS71, Digital Storm x17, Alienware M17x R4-7263BK, Origin Eon17-S.

Purchase Decision: Purchased from Flipkart. Post Purchase Evaluation: 1. Excellent price/performance ratio. (More so if you want to play games),The configuration at this price is excellent AMD A8, 7670M+7640G Graphics, 4GB RAM, 500GB HDD),Decent build quality, Decent connectivity, Battery life is decent, Screen has surprisingly good horizontal viewing angles. it meets it's expectations as a great gaming machine under 35K.

Product User: Srinivas M Reddy Product Name: Acer Aspire V3-551G Laptop. Problem Recognition: A powerhouse for MULTITASKING..! with 2.5GB Dedicated Graphics at less than 37K..! Information Search: Internet (www.flipkart.com) (www.amazon.com) Evaluation Alternatives: Dell Inspiron 15, Lenovo Essential G Series G580, Samsung NP300E5Z, Acer Gateway NE Series.

Purchase Decision: Acer India Pvt Ltd, Ashok Nagar, Chennai. Post Purchase Evaluation: This is the only laptop i have seen with 2.5GB of dedicated graphics at this price point. Having a Quad core processor & Dual Graphics of 2.5GB dedicated memory, the laptop gives more than 5hours of battery backup- again first of the kind in this price range. Acer has done a great job in designing this product, it has the advanced Digital Dolby surround sound speakers inbuilt.
In total a Great value for Money product & it has every thing which a Student, a Gamer, a programmer, a designer or for the entire family needs.

Product User: Vijay Kumar Product Name: Canon Power Shot SX150 IS Point & Shoot. Problem recognition: A perfect fit camera with great lens and awesome photo quality!! Information Search: Friends(word of mouth), Internet(www.bestbuy.com) (www.ephotozine.com)

Evaluation Alternatives: Fujifilm S2980 Point & Shoot, Sony CyberShot DSC-WX50 Point & Shoot, Samsung WB150F Point & Shoot, Nikon Coolpix S8200 Point & Shoot . Purchase Decision: Camera Citi, Gopalapuram, Chennai. Post Purchase Evaluation: Overall the quality of the images are good and crisp. If your budget is 10K then this is the best buy and it is the best choice to start with if it is your first camera. No other camera has this option of Zooming up to 12x while capturing HD video at this price point. If you are interested in photography and have a little experience with digital cameras then surely you have to buy this one. Great deal to make. Don't think twice before buying this one. Happie fOtOgrafy !!!

Product User: Sheela Ramesh Product Name: Philips HD 7450 Coffee Maker(White). Problem Recognition: A Perfect Coffeemaker. Information Search: Internet(www.ebay.in) (www.philips.co.in) (www.homeshop18.com)

Evaluation Alternatives: Prestige PCMH 2.0 Coffee Maker, Black & Decker DCM 15 1 Cup Coffee Maker, Russell Hobbs RCM60 Coffee Maker, Prestige PCMH 1.0 Coffee Maker. Purchase Decision: Philips Arena, Anna Salai, Chennai. Post Purchase Evaluation: Earlier I had an espresso machine but I don't actually like that as it is hard to make coffee in that. So I just ordered this one while searching for a good machine and this proved to be a great one. The product is excellent, easy to use and also functions well. It also looks good and is a good product. A must buy for every coffee lover. If you are looking for a good coffee machine, your search ends here.