Post Purchase Behavior and

Customer Satisfaction
Post Purchase Dissonance
The degree of irrevocability of the decision.
The importance of the decision to the customer.
The difficulty of choosing among the alternatives.
The individual’s tendency to experience anxiety.
Factors minimizing dissonance
Increase the desirability of the brand purchased.
Decrease the desirability of alternative not selected.
Decrease the importance of the purchase decision.
Return the product before using it.
Performance
More than expected

Same as expected

Worse than expected

Two dimensions of performance
Instrumental
Symbolic
 Five factors of cloth performance
1. Protection from environment
2. Sensuous satisfaction
3. Enhancement of sexual attraction
4. Indicator of status
5. Extension of self image
Purchase Product Product Positive
Need Purchase Consumption Outcomes

Positive Reinforcement

Purchase Product Product Negative

Need Purchase Consumption Outcomes

Negative Reinforcement
Implication for marketers
Dissatisfaction responses

Creation of reasonable expectations

Consistency in product quality

Post Sale communication