In a previous article, we discussed the importance of the buying decision process. We also talked about how the process doesn’t end when the consumer buys a product or service which is known as the post-purchase behavior. During this part, there are post-decision processes that a buyer will go through which may cause implications or issues for the company. In this article we’ll cover what they are and how it can affect your brand.
Post Purchase Dissonance
Also known as buyer's remorse, post purchase dissonance refers to the discomfort experienced by consumers after making a purchase decision. This happens when the consumer experiences a difference in the expectation and actual product. This can lead to negative word-of-mouth, decreased loyalty, and even product returns.
For brands, post-purchase dissonance can be a big challenge. Failure to address or be unaware of this can hurt the brand reputation and decrease customer satisfaction. About 82% of brands don’t focus on customer retention strategy and put all their effort into the other sections of the buying decision process. A brand needs to have clear and descriptive information about their products, manage customer expectations effectively, and have strategies in place to alleviate any feelings of regret or dissatisfaction among consumers.
Buyer Learning
Buyer learning is an extremely important process that can affect the decision of a consumer in an instant. This is the process through which a buyer will learn about the product and the information they receive during this is extremely important for any brand. Some buyers have prior knowledge when looking to buy a product which means they already have a perception of your product. They can also learn through the information you provide on the product pages. If your product has bad reviews then you may face some confirmation bias. This is when overall perception or beliefs are reinforced over previous beliefs.
For example, say you were recommended the product by a coworker but when you go to their website all the reviews talk about how bad the quality is or the price being too high. Odds are you’re going to rethink your decision and end up not buying it due to what the majority of people are saying. It's unfortunate since the majority of people who leave reviews are negative ones and those who may like the product never leave a good review. Your belief on this product may be altered based on something that's not necessarily always true. In this case the brand should be monitoring their reviews and providing customer service to solve those issues. This is why it’s extremely important to have a plan to overcome this process.
Disposition
Disposition refers to the process of how consumers choose to handle or dispose of a product once it has served its purpose or reached the end of its lifecycle. This may involve discarding, recycling, reselling, or repurposing the product. Disposition decisions can have significant implications for brands, particularly in terms of environmental sustainability, brand perception, and customer engagement.
Let's imagine you are going to buy a speaker. One is large and heavy while the other is small and portable and they both produce the same sound. When going to get rid of it, one is easy to throw out while the other might require some more work. Those who don’t like clutter and like being able to get rid of things will go for the lighter one. So even when getting thrown away it is important for a brand to have thought that through.
Satisfaction/Dissatisfaction
Satisfaction and dissatisfaction is based on the overall feeling of a person after they make a purchase. Satisfaction occurs if you are happy with your purchase and meet your expectations. Dissatisfaction means something about what you thought you were buying and what you received is off. Maybe you thought the product would be bigger and there were no descriptions on the page. Providing as much information and making the shopping experience seamless is a great way to reduce dissatisfaction.
In conclusion, the four post-decision processes play important roles in shaping consumer perceptions. Brands that effectively prioritize customer satisfaction, transparency, and sustainability can create stronger relationships with consumers and reduce the amount of risks with post decision processes. By understanding and addressing this, brands can position themselves better for long-term success in their industry.
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