We have already discussed the buyer decision process and the steps consumers undergo, enabling marketers to master those steps and address consumers' needs effectively. If you have not yet reviewed our post, “Inside the Buying Decision Process,” I encourage you to do so before learning about what occurs after a customer makes a purchase.
Today, we will explore the Post-Purchase Decision-Making process to understand what happens in the consumer's mind after acquiring your product or service and why, as marketers, it is essential to maximize the benefits of this process based on our target audience.
Let us begin by defining Post-Purchase Decision-Making. According to Picky’s Story, an e-commerce platform, it is a cognitive process that occurs once the consumer makes a purchase, involving the evaluation of the purchase decision, the product’s performance, and the overall satisfaction or dissatisfaction experienced by the consumer. This stage is often overlooked by marketers, resulting in a failure to recognize the overall satisfaction of their consumers and the life cycle of their products.
Consider this Disney example to understand in depth what occurs during the four stages of this process:
Suppose you are spending a day in the Disney parks, and after some walking, you notice that most people are wearing Minnie or Mickey ears. You decide to browse a store and explore the different options to see if any of them meet your needs. After some thought and a quick check of your bank account, you choose to purchase a $34.99 pair of Blue Minnie Ears because they match your outfit and seem perfect for the day. Here is where your Post-Purchase Decision-Making Process begins.
Post-Purchase Dissonance
The first step in this process is post-purchase dissonance, where consumers start to have second thoughts about their purchases and question whether they truly needed the product. This could occur because the purchase was made impulsively or because many choices were evaluated, leaving the consumer uncertain about whether they made the right decision.
It is crucial for marketers to create a positive experience and provide reassurance to reinforce the consumer's confidence in the product and alleviate the post-purchase anxiety that often accompanies this process.
You purchased the ears, and now you are wondering if you should have chosen the black-and-white ones instead of the blue ones or whether you will ever wear them again, as Minnie ears are not typically part of everyday outfits. However, some cast members compliment how good they look on you, and seeing other guests wearing them makes you feel more pleased with your purchase.
Buyer Learning
The consumer begins seeking information about the product, which may come from available sources or past experiences. This is why marketers should aim for a seamless process that creates a positive memory, ensuring that consumers recall their good experiences when they think about the product and become more excited to use it again.
While wearing your Minnie ears, you recall that on your first visit as a child, your mother bought you a pair of Minnie ears. Your head hurt at the end of the day, making you wonder whether you should keep them on. However, you also look at some old pictures and see yourself, years ago, wearing the ears in the same place you are now. Suddenly, that joy and understanding of the product convince you to keep them on.
Satisfaction/Dissatisfaction
Businesses need to satisfy customers to create brand loyalty and advocacy. A happy consumer is more likely to return, make additional purchases, and recommend the brand to others. However, an unsatisfied customer could not only lead to product returns but also negative reviews that could harm your brand image, preventing them from returning to your products. Therefore, marketers should ensure that the product is well-suited for their target audience and craft a positive experience to foster a connection with the brand.
After wearing your ears for a while, you grow to love them—the sense of belonging, the nostalgia they evoke, and the cute pictures you take all contribute to your satisfaction. Disney also ensures a positive experience by allowing cast members to compliment your ears and by assuring you that they will take care of them if anything happens throughout the day, even offering a free replacement if they are lost on a thrilling ride.
Disposition
What do consumers do with your products after they are used? Do they donate them, sell them, or throw them away? How long do they keep them? Marketers should ask these questions to understand their products' lifecycle and what happens after their primary functions are fulfilled.
After your visit, you return home and realize that you could keep the ears for your next visit or even save them for your future children or family. Many people pass them down from generation to generation, while others collect Minnie ears as valuable art, displaying their favorite pairs on a wall. In contrast, some keep just one pair for all their visits, while others resell special edition ears on eBay. As you can see, very few people are likely to throw them away, especially given their value. Disney marketers take this fact into consideration when creating innovative designs and commemorative ears that people can treasure forever.
As you can see, the Post-Purchase Evaluation Process is very important for marketers and consumers alike to create a positive experience around their products and ensure consumer satisfaction. In fact, according to parcelLab, a post-purchase platform for e-commerce, understanding these processes is crucial to building a successful business, especially in e-commerce. "The key is to manage customer expectations, deliver on quality, and use data to continually improve the consumer experience."
In other words, ensure that consumers receive what they expect and keep them satisfied with high-quality experiences, so they become loyal to your brand and contribute to your marketing strategies as faithful advocates.
Do not forget to subscribe to this blog if you enjoy learning about the fundamentals of marketing through the lens of one of the most powerful entertainment brands. See you in the next post. Have a magical day!
Comments