post-purchase behaviour

post-purchase behaviour

the stage in buyer decision-making where buyers take further action after making the purchase. Specifically sellers are interested as part of their MARKETING RESEARCH in whether buyers are satisfied or dissatisfied with their purchase since this will have a critical effect on BRAND LOYALTY and the likelihood of repeat purchases. Firms use buyer studies to elicit information about post-purchase behaviour. See BUYER BEHAVIOUR, PREPURCHASE BEHAVIOUR.
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