Post-Purchase Dynamics in the Buyer Journey

Katrina's excitement is tangible as she eagerly clicks the "purchase” button for her new set of headphones. However, little does she realize that her journey as a consumer is just beginning. Beyond the immediate thrill of the transaction lay a world of post-purchase actions, each poised to shape her satisfaction and future buying behavior.

Last week’s buyer decision process post gave us insights into the consumer journey and did the groundwork for understanding how consumers engage with products or services, from recognizing a need to making a purchase decision. Today, I’ll build upon this foundation by exploring how dissonance, learning, satisfaction, and disposition shape consumer behavior after the purchase. By connecting these two components, marketers gain a comprehensive view of the buyer journey, empowering us to optimize their short-term sales and long-term loyalty efforts.

“Purchasing is about achieving an outcome, not buying a product,” business strategist Christine Crandell tells Forbes. “Post-purchase is about realizing a complex definition of value that extends beyond the product.” 

Post-Purchase Processes

Katrina’s purchasing journey was just the beginning of a series of post-purchase processes that can significantly impact her satisfaction and future buying behaviors. As music marketers, understanding and addressing these processes build customer relationships and maximize brand loyalty. Let’s explore the four critical post-purchase decision processes and their implications for marketers.

Post-Purchase Dissonance

Katrina was excited to get her new headphones.  She had read so many great things about them online and couldn't wait to try them out. But she was disappointed about the sound quality when she put them on upon arrival. Instead of feeling happy about her purchase, she wondered if she had made a mistake. 

Despite her initial disappointment, she could consider returning the headphones or finding ways to adapt and make the best of her purchase. Ultimately, her response to post-purchase dissonance will depend on her preferences, the severity of her dissatisfaction, and the available options for resolution.

Content marketing analyst Pavel D’silva describes post-purchase dissonance as “a common occurrence that affects many people, and it can be especially pronounced in situations where the purchase involves a significant amount of money or emotional investment.” 

When there's a mismatch between a buyer's expectations and the experience with a product or service, there are feelings of regret, dissatisfaction, and uncertainty about purchasing. These feelings arise when the product fails to meet expectations in terms of quality or value. 

Buyer Learning

Buyer learning is an essential aspect of the post-purchase journey, as it encompasses the process of acquiring new knowledge and insights from the purchased product or service, from discovering new genres and artists to uncovering hidden features of music equipment. 

Deric is a music enthusiast who purchases a vinyl record of a classic rock album. As he sits down to listen to it for the first time, he is struck by the sound quality's richness and depth, which enhances his listening experience. Through this process, he gained a newfound appreciation for the music and a deeper understanding of the technical aspects of vinyl records and audio production. As a result, his journey with the purchased vinyl record became an opportunity for enjoyment and a valuable learning experience. 

Satisfaction/Dissatisfaction

Satisfaction or dissatisfaction with a purchase is pivotal in shaping consumers' future buying decisions. Various factors, such as the quality of the music content, responsiveness of customer service, or the overall ease of use, can influence it.

David subscribes to a music streaming platform due to its extensive catalog and personalized playlists. If the platform consistently delivers on its promise by providing recommendations tailored to his preferences, he will be satisfied with his experience. However, the platform may need to meet his expectations regarding content selection and user experience. If it doesn’t, this will lead to dissatisfaction, potentially prompting him to consider canceling or going to a competitor. 

As Tasha Wise reports for Wizaly, “A positive post-purchase experience can lead to repeat purchases, while dissatisfaction can result in product returns or negative word-of-mouth marketing.”

Ensuring a positive post-purchase experience is essential for music brands to foster customer satisfaction, encourage repeat purchases, and build long-term loyalty.

Disposition

Disposition refers to a consumer's actions with a product after its use, including keeping, selling, donating, or disposing of it. 

Carlyle recently upgraded to a new guitar and no longer has use for their old instrument. Instead of letting it gather dust, he decides to sell it online. Through this process, he finds a new home for his old guitar and recoups some of their investment, allowing him to fund his upgrade and continue pursuing his musical passion. In addition to selling, the disposition can involve trading in old media for store credit, donating instruments to schools or charities, or repurposing them into unique art pieces. These actions help consumers manage their belongings and contribute to the community's circulation and sustainability of musical resources.

Implications for marketers

The post-purchase decision process holds significant implications for music marketers. Effectively addressing post-purchase dissonance through transparent communication and responsive customer service fosters brand trust and loyalty. 

“Typically, brands are exceptional at one stage of the clock and the other two at industry standard,” notes Professor of Marketing at NYU Stern School of Business, Scott Galloway, who developed a clock model framework to showcase all the touchpoints a consumer has with a brand in their journey. 

Takeaways

Music marketers must take proactive measures to ensure satisfactory post-purchase buyer behavior. Marketers can mitigate post-purchase dissonance by actively addressing concerns, providing personalized experiences, offering seamless support throughout the customer journey, nurturing continuous learning, and fostering long-term satisfaction. 

By facilitating convenient disposition options and demonstrating a commitment to sustainability, marketers can reinforce brand values and further enhance customer loyalty. Ultimately, by prioritizing customer satisfaction and engagement at every touchpoint, marketers can cultivate strong relationships, drive repeat purchases, and position themselves for sustained success in the music industry.