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Explanation of the issues related to purchase and post purchase activities.

The issues related to purchase and post purchase faced by consumer can be better explained by investigating consumer behavior on purchasing anything and after that.
Purchase refers to the action which is taken by consumer to fulfill their need of some product or services by paying its value. When a consumer realizes the needs of anything that consumer used to search for the information related with that product or services, this information includes product quality, brands and alternatives. Consumer takes these steps to make the right decisions. The purchase decision may vary according to the age, gender and education of the consumer.  People purchases different items differently for example online and offline, online purchase happens via internet while offline purchase done personally by consumer through visiting the retailer or manufacturer.
All the experiences and the observation about the product felt by consumer tells more about what the consumer thinks about that product this is known as post purchase behavior. Sometime they feel happy about their decision of purchase and sometimes they regret their decisions this is because of the fact what is the product quality, durability and consumer perception about the product. How the customer feels about a purchase will significantly influence whether he will purchase the product again or consider other products.
Post purchase main problem is related with the level of satisfaction (i.e. quality, warranty etc.) which the consumer draws out by using the product. After this consumer may decide whether to use the product or to return it or to buy it again in future or it must be referred to friends and family for purchase.  Post purchase communication is very important company’s needs to connected with the consumers even after the product purchased by the consumers for satisfying them through best services. If we talk about online post purchase then in this case consumer will notice the delivery time, quality as well as comparison of the product what the consumer watched on internet and what actually in hand and this will decide their level of satisfaction.

Companies need to assure the consumer that the choice made by them is right one and the best one by featuring attributes and benefits of the product. Sometimes it is also needed to train the consumer on how to use the new products (new technologies) by conducting seminars etc.  

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