From the course: Marketing Foundations: Consumer Behavior

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What happens after the purchase

What happens after the purchase

From the course: Marketing Foundations: Consumer Behavior

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What happens after the purchase

- The last step of the buying process is the post-purchase behavior and it may be the most important in the study of consumer behavior. Let's learn more reasons why and what you, as the marketer, can do about it. First, think about what's going on in the consumer's mind at this point in the process. They were motivated to buy a product, they used all their skills and knowledge as a consumer to properly research it and do the purchase. They have a lot of time, money and emotional commitment invested in this product. Now when they actually use the product, three things can happen. First, the product delivers additional benefits they didn't know about or it delivers expected benefits better than they expected. If that happens, the consumer reaches a state we call delighted. If the product works exactly as they expected, no better or no worse, well the consumer will be satisfied with the purchase. Of course, we've all…

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