Purchase
Decision
Several alternatives may seem equally acceptable;
Can be made easier by a professional seller
Involves a set of related decisions.
Decision criteria
Tangible features of the product.
Financial considerations such as price, discounts, credit policies, etc.
Intangible factors: reputation, past performance of the seller, possible
delivery dates, etc.
Postpurchase
Evaluation
Cognitive Dissonance
aka "Buyers Remorse"
post-purchase anxiety
Depends upon the importance of the decision
and the attractiveness of rejected alternatives.
by selling products that meet needs,
by reinforcing the buyer's belief that the right
decision was made
Minimize
by demonstrating the capabilities and quality
of the product,
By post purchase follow-up to be sure that
deliveries are prompt, quantities are correct,
and the product is functioning as expected.