26/03/2024
UNDERSTANDING POST PURCHASE BEHAVIOUR (TIPS FOR BUSINESS OWNERS AND CONSUMERS ON HOW TO AVOID POST PURCHASE DISSONANCE) π§ππ₯Ί
In honor of the World Consumer Right Day that was celebrated 15th of March, I would like to discuss Post Purchase behavior as a tip that will help entrepreneurs develop their brand. As the world itself is competitive in nature, it's important for business owners to know that for their brand to be well known in the business world, they need to seek knowledge and work with the knowledge they have acquired.
To begin with, a consumer is someone who uses a product or enjoys a service. It's important for us to know that a buyer may not necessarily be the consumer. For instance, a nursing mother who buys diapers for her baby is a perfect example; here, the mother is the buyer, while the baby is the consumer.
Furthermore, it's also important to understand that for every items bought and consumed, one will always feel a sensation, as it is during this period that psychological evaluation is going on regarding the products or services.
Let me hint you that good post purchase behavior (or resonance) signals the consumer to buy more, refer the brand, remain loyal to the brand, and also be satisfied with the product or service. Ultimately, negative post purchase behavior (dissonance) signals the consumer to return the product to the manufacturer (or retailer), have negative perception of the brand, stop using the product, tell almost everyone of the negative experience they had with your brand, and remain non loyal to your brand.
For every business to grow beyond borders, it's important to know that business deal does not end at the point of selling a product or rendering a service. It still extends to after-purchase, where business owners have to hear from the consumer about the products or services. Sadly, some business owners make this mistakes of not hearing from the customer.
π What is negative post purchase behavior?
It's a feeling of dissatisfaction after using a project or service. It's often psychological in nature and this behavior if not dealt with, can affect the manufacturer, in the sense that the consumer may withdraw from patronising the brand, leading to loss of customers and referrals.
π What are the causes of negative post purchase behavior?
βοΈ Impulse buying: buying a product or using a service out of excitement or flattery from friends and sellers can cause this feeling. Upon buying or using the product, you tend to evaluate whether or not you actually needed the product.
βοΈ Buying expensive things when your income can not conveniently cater for it: buying an expensive watch, designer bag, Gucci wears, expensive perfume and a bottle of wine, when your income can be likened to a stipend can lead to this feeling. This is very common among salary earners and upcoming business owners who chose not to embrace financial discipline.
βοΈ Lack of information: information, they say, is power. Lack of information about the product you want to buy will lead to a dissonance. For example, I need a portable phone with good camera quality, but more importantly, I need a phone with strong battery life and enough storage space so I can work as a best selling data seller. For me to get the kind of phone with such features, I have to go online to search for various phones we have, product reviews, and the likes. I also have to ask people who use various phones their expectations so far.
Imagine I lack knowledge, I may end up buying an iPhone which will not speak well for me as a data seller. Though the phone has good quality when it comes to camera, but the battery life can not sustain my business, as what I majorly need as a data seller is battery and data connectivity in order to meet my customers' need at every point in time.
βοΈ Upgrade: you may begin to wonder what upgrade has to do with dissonance. Yes, upgrade can lead to it. For example, assuming I bought a car of 2022 model for 12 million Naira yesterday, and today, and today, 2024 model of that same car was released at the rate of 17 million Naira. This will cause a negative experience as I would feel not being proactive enough to know that another model would be released today.
βοΈ Also, a drop in price of goods after buying one at a very expensive price can cause a dissonance
π Effects of negative post purchase behaviour
βοΈAbility of the consumer to return the product
βοΈ Negative perception of brand
βοΈLoss of customers and referrals
βοΈ Such consumer stops using the product
βοΈ The consumer may end up telling everyone about the negative experience
βοΈ Bad product rating
π How to avoid negative post purchase behavior
βοΈ Get the right knowledge about the product or services you are willing to purchase
βοΈ Live within your means (don't spend your savings on expensive products when you know you are still struggling with your income)
βοΈ Go with a shopping list anytime you want to go shopping. This helps prevent impulse buying.
βοΈ Ask for honest reviews
βοΈ As a service provider or a manufacturer, don't keep your clients in the dark. Maintain good customer service in order to know if they enjoy your work.
βοΈ As a business owner, do timely product review and carry out survey.
I believe you have learnt some tips from this article. You can like, comment, share, or even follow my page.
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