The final stage of the consumer purchase-decision process is postpurchase evaluation. The consumer decides whether the product and purchase experience meet or exceed expectations. Postpurchase dissonance is feelings of anxiety or doubt about the wisdom of the purchase decision. The marketer wants to do everything possible to satisfy customers as a way of encouraging a long-term relationship. You also want to reassure customers that they've made the right decision.
Many marketers try to minimize postpurchase dissonance by guaranteeing satisfaction.
G. Involvement and the Purchase-Decision Process 1. Not every consumer purchase decision follows the full five-stage process. The purchase decision varies with the level of involvement. Carries significant perceived risks. Enhances a long-standing interest.