In addition to the overt types of behavior that result from purchase, the consumer also engages in an evaluation of the purchase decision . Because the consumer is uncertain of the wisdom of his decision. He rethinks this decision in the post purchase stage. There are several functions which this stage serves. First, it serves to broaden the consumer’ set of experiences stored in memory. Secondly provides a check on how well he is doing as a consumer in selecting products stores, and so on. Third, the feedbacks that the consumer receives from this stage helps to make adjustments in future adjustments in future purchasing strategies.
Consumer satisfaction / dissatisfaction:
Satisfaction is an important element in the evaluation stage. Satisfaction refers to the buyer’s state of being adequately rewarded in a buying situation for the sacrifice he has made. Adequacy satisfaction is a result matching actual post purchase and consumption experience with the expected rewards from the brand in terms of its anticipated potential to satisfy the consumer’s motives.
The concept of satisfaction is one about which there are presently few who agreed upon definition approaches to measurement. Nevertheless Hunt has summarized the concept in the following statements
Satisfaction is a kind of stepping away from an experience and evaluating it. Satisfaction / dissatisfaction isn’t an emotion, it’s the evaluation.
Consumers form certain expectations prior to the purchase. These expectation may be about (1) the nature and performance of the product or service (that is the anticipated benefits to be derived directly from the item), (2) the costs and efforts to be expanded before obtaining the direct product or service benefits, and( 3) the social benefits or costs accruing to the consumers as a result of the purchase (that is, the anticipated impact of the purchase on significant others). Advertising may often be an important factor influencing these expectations as we shall see later. Consumers may have variety of product performance expectations. Including what the consumer hopes performance will be in terms of an ideal level, what would be fair and equitable given the consumer’s expenditure of time and money in obtaining and using the product and what the consumer expects to actually occur.
One consumers purchase and use product, they many then become either satisfied or dissatisfied . Research has uncovered several determinants which appear to influence satisfaction including demographics variables, personality variables, expectations and other factors. For example, older consumers tend to have lower expectations and to be more satisfied. Higher education tends to be associated with lower satisfaction. Men tend to be more satisfied than women. For more confidence one has purchase decision making and more competence in a given product area, greater one’s satisfaction tends to be. There is also greater satisfaction when relevant others are perceived to be the more satisfied. Higher levels of product satisfaction are also indicated by persons who are more satisfied with their lives as a whole and by persons with more favorable attitudes towards consumer domain, that is, the marketplace, business firms, and consumerism.
The interaction between expectations and actual product performance produces either satisfaction or dissatisfaction. However there does not appear to be merely a direct relationship between the level of expectations and the level of satisfaction. Instead of modifying variables known as disconfirmation of expectations is thought to be a significant mediator of this situation. When a consumer does not get what is expected, the situation is one of disconfirmation. Such disconfirmation can be of two varieties a positive disconfirmation occurs when what is received is better than expected and a negative disconfirmation occurs when things turn out worse than anticipated. Thus, any situation in which the consumer’s judgment is proven wrong is a disconfirmation. Confirmation occurs if the expectations of performances are met.
Source: Consumer Behavior