Post-Purchase Decision-Making Process Analysis

Shopping is essential to every individual. Shopping is an act where individual purchases products with the involvement of monetary exchange and credit or debit card swipe. In addition, shop visit and online shopping are two types of shopping categories. Buying decision are made during the purchasing of goods. Therefore, buying decision process are introduced to show the procedure of consumer making decision before, during and after buying a product. In addition, buying decision processes are different in terms of the application by buyers and organizations. As elaborated by Kotler and Armstrong (2008), the buying decision process of buyers consists of five steps, which are need recognition, information search, alternative evaluation, purchase

According to Grewal and Levy (2010), post purchase is known as purchaser’s remorse. Purchaser’s remorse is a psychologically discomfort or dissatisfaction experience by buyers due to insignificance between prior beliefs and actual performance that caused the dissonance reduction (Grewal & Levy, 2010). Buyers tend to experience disappointment towards the product they bought as the actual performance of the product does not consistent with the prior belief they have on the product. The function and feature of the product does not result well as what they have expected. For example, a buyer purchases an X brand smartphone because they listen, acknowledge and believe that the phone has better features compared to other smartphones’ brand. However, after the purchase, the smartphone features does not work like their perceived believes. The performance of the smartphone disappoints them. Therefore, the buyer’s dissonance reduces due to disappointment and dissatisfaction of the product’s performance. Grewal and Levy mention that the products that usually purchase are expensive, infrequent buying demand, do not function as prior expectation and high risk level. Example of the goods are electrical appliances, motor vehicles, clothes or toys manufacture branding and furniture. Moreover, buyer tends to question whether they make the right decision in choosing and buying the product or brand (Sharma, 2014). The worth value after they purchase the brand or product are questions in their mindset. For example, the buyer that purchase the X smartphone questions whether the smartphone are worth to buy, does the functions and features satisfied them, or should they purchased other brand of smartphone. Goals, scheme and information processing, attitudes, effects, atmospherics, and attributes and choices are the element found in the post purchase process (Puccinelli et al., 2009). Sharma (2014) suggests