Chapter 3: Consumer Behavior
5. Post-Purchase Behavior
The journey doesn't end at the purchase. After buying, consumers will experience feelings of satisfaction or dissatisfaction. This post-purchase evaluation is crucial as it influences future buying decisions and the feedback they share with others.
Example: Remember the buzz around the Peloton holiday ad? Some viewers felt it was tone-deaf, leading to discussions and even parodies online. Such post-purchase discussions can significantly impact a brand's image and future sales. If consumers are dissatisfied with their purchase or the way a brand presents itself, they are likely to share their experiences on social media, affecting the perceptions of potential future customers.
Real-World Examples
Nike: When Nike launches a new sneaker, it creates a problem recognition moment by showcasing how its new technology can improve athletic performance. It uses professional athletes in its advertisements to create a sense of need among aspiring athletes and fitness enthusiasts.
Amazon: For information search, Amazon excels by providing detailed product descriptions, customer reviews, and comparison tools. Shoppers can easily compare different products and read feedback from other customers, helping them make informed decisions.
Netflix: In the evaluation of alternatives stage, Netflix competes with other streaming services like Hulu and Disney+. To sway potential subscribers, they highlight unique features such as exclusive shows and personalized recommendations.
Samsung: During the purchase decision stage, Samsung often uses promotional offers and partnerships with retailers to influence buyers. For instance, offering a free pair of wireless earbuds with the purchase of a new smartphone can tip the scales in their favor.
Starbucks: In post-purchase behavior, Starbucks encourages customer feedback through its app and loyalty program. Based on customer reviews, Starbucks frequently updates its menu and improves its services, ensuring satisfaction and repeat business.
Key Takeaways
The consumer decision-making process is a dance of emotions, logic, and external influences. For marketers, understanding these stages is pivotal. It allows them to step in at the right moments, provide the needed information, and steer the decision in their favor. By recognizing the importance of each step—from problem recognition to post-purchase behavior—businesses can craft strategies that resonate with their audience, leading to successful sales and loyal customers.
