Post Purchase Behavior


Definition: Post Purchase Behavior is the perception or feelings a buyer or purchaser has after purchasing some product (or service). Based on the perceived satisfaction or dissatisfaction the consumer may rebuy or discontinue the product.
If the buyer undergoes post purchase dissonance and regrets the purchase, this may be due to:
- Large number of alternatives.
- The other alternatives have better features.
- It was a difficult buying decision.
- Performance or risk of the product.
- High financial commitment towards the product.
- Wear and tear of the product.


More on procurement and purchasing: Buygrid Framework, Kraljic Matrix, Modified Rebuy. You may also be interested in: 14 Points of Management, 5 Whys.


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