Question

Why is post-purchase evaluation by customers important to marketers even though the sale has been made?

Answer 1

Post-purchase evaluation is the final stage in the consumer decision process wherein the consumer assesses whether he is happy or unhappy with a purchase. The evaluation by customers significant to marketers because dissatisfaction by a customer towards product may lead to negative word of mouth, discontinuing purchase of the products as well as brands, and a complaint to the concerned authorities. It is important to watch that the customer who is not satisfied as when the clientele is lost the business suffers losses. Thus the marketer needs to look out for causes of dissatisfaction and maintain and build repo for customer satisfaction. If the customer is dissatisfied then sometimes experienced cognitive dissonance and remorse, and marketing management can help decrease the dissonance by communications: warranties, congratulatory notes, money back guarantees, instruction booklets and ads that display superiority of product are examples