Question 2 (c)

Consumer buying behaviour, and how marketers benefit from studying post-purchase behaviour

9 marks

Time to write
About 18 minutes
Topic
Consumer behaviour

Question

Question 2 (c) · 9 marks

What is meant by Consumer Buying Behaviour? In designing effective marketing strategies, how can a marketer benefit from studying post-purchase behaviour?

Reworded from the university paper; the task is the same. The original paper belongs to the University of Delhi. See DU's question bank.

Before you write

Read off the question and its marks

18 minfor 9 marks

Read from the question

  • What is meant…?How…?Two asks in one question: answer both.

Write it in this order

  1. Read; underline the asks; jot your points 1 min
  2. 1 Meaning of consumer buying behaviour 2 marks 2 min
  3. 2 Post-purchase behaviour explained 2 marks 4 min
  4. 3 Benefits to the marketer of studying it 5 marks 10 min
  5. Check: every ask answered, key terms underlined 1 min

Easy marks

  • Meaning of consumer buying behaviour (step 1, 2 marks): a clear definition and a line on what it covers. It opens the answer, so it takes a minute or two.

Short on time? Keep step 1 short. Trim steps 2 and 3 evenly rather than skip one: each is capped at its own marks.

Try it first. About 18 minutes for 9 marks. Write it out, then open the solution.

Solution

Hover or tap a marked figure, like 72,000, to see how it is made and where else it appears.

Meaning of consumer buying behaviour

Consumer buying behaviour is the way people buy for their own or their household's use, as distinct from buying by businesses for resale or production. It covers the mental and physical activities involved in recognising a need, searching for information, evaluating alternatives, purchasing, using the product and evaluating it afterwards, and it is influenced by cultural, social, personal and psychological factors.

Picture itConsumer buying behaviour, and how marketers benefit from studying post-purchase behaviour

1The old phone dies mid-call, again—Sunita has had enough.

Need recognitionThe old phone has become slow, its battery fails, its screen breaks.

2On the bench, with husband and daughter, she asks everyone what they use.

Information searchThe buyer collects information from personal sources (friends, family, colleagues).

3Three boxes, one notebook: price, camera, battery, side by side.

Evaluation of alternativesThe buyer compares a short list of models on attributes such as price, camera, battery.

4Card out, the chosen box crosses the counter.

Purchase decisionThe buyer decides on the brand, model, seller.

5The first family selfie decides it: she chose well—and tells her friend so.

Post-purchase behaviourAfter use the buyer is satisfied or dissatisfied.

Post-purchase behaviour

Post-purchase behaviour is the last stage of the buying process: the actions the consumer takes after purchase, based on satisfaction or dissatisfaction. Satisfaction depends on the relationship between the consumer's expectations and the product's perceived performance:

  • if performance falls short of expectations, the consumer is disappointed;
  • if it meets expectations, the consumer is satisfied;
  • if it exceeds expectations, the consumer is delighted.

After major purchases buyers often feel cognitive dissonance: discomfort caused by post-purchase doubt. They also decide how to use, store, repair or dispose of the product. A satisfied buyer repeats the purchase, talks favourably about the brand and pays less attention to rivals; a dissatisfied buyer may return the product, complain, switch brands or post negative reviews.

How marketers benefit from studying post-purchase behaviour

  1. Building customer loyalty and retention. Repeat buyers are the base of steady sales; understanding what satisfies them helps retain them. Strategy: loyalty programmes and personalised offers.
  2. Setting realistic expectations. Studying the gap between expectations and performance shows whether advertising promises too much. Strategy: make honest claims that the product can deliver, so that buyers are satisfied.
  3. Reducing cognitive dissonance. Strategy: thank-you messages, assurance of the wise choice, easy returns, warranties, installation help and user guides.
  4. Improving products. Complaints, reviews and usage data reveal defects and new needs. Strategy: redesign features and fix problems in the next version.
  5. Harnessing word of mouth. Satisfied customers are powerful promoters, especially online. Strategy: encourage reviews, referrals and user communities; respond publicly to complaints.
  6. Effective complaint handling. Quick, fair resolution can turn a dissatisfied customer into a loyal one. Strategy: easy helplines, chat support and service guarantees.
  7. Understanding usage and disposal. Knowing how products are used and discarded suggests new uses, refill packs, exchange offers and recycling schemes.
  8. Segmentation and cross-selling. Satisfied users of one product are prospects for related products.

Example: an appliance company calls buyers a week after installation, offers a free demonstration, monitors online reviews, and uses feedback to improve its next model: turning first-time buyers into repeat buyers and advocates.

Conclusion

Consumer buying behaviour does not end with the purchase. Studying post-purchase behaviour helps marketers satisfy and retain customers, improve products and turn customers into advocates, which makes marketing strategies more effective.

Where the 9 marks sit

#ComponentMarks
1Meaning of consumer buying behaviour2
2Post-purchase behaviour explained2
3Benefits to the marketer of studying it5
Total9
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