7 Efficient Ways To Reduce Post-purchase Dissonance
Post-purchase dissonance is an issue faced by many marketers. It occurs when the customers are unsatisfied with the goods or services purchased and this may trigger them to express complaints and dissatisfaction. The post-purchase activities involve evaluation, product use or non-use, and disposal. It is essential to stimulate both pre- and post-purchase behaviour because only through this way, companies can achieve brand salience. This article will reveal 7 effective solutions in case of post-purchase dissonance.
1. Use Innovativeness
Innovativeness plays a key role in solving post-purchase dissonance. Most of the consumers do not want a single usage product as it seems like a bad investment. Use innovativeness in the process of finding a different use for an existing item. For instance, baking soda works well as a carpet deodorizer or coke as a cooking ingredient.Your company may consider to invest more efforts in market research to determine consumers’ concerns, these researches can help in new product developments or existing product enhancement along with potential usage. A good tactic would be to establish an advisory community where consumers can participate in designing, testing and launching of any new products. This strategy may increase the brand loyalty because customers will feel valued and believe that their feedback matters.
2. Multiple Uses, Multiple Products
Sometimes, the use of one product may require the need to use another product to produce the best result. The cosmetic industry is a very good example. If you manage a beauty company, you may consider to promote other items to make relevant complementary sales.For example, the face cleansing process is usually followed by toner, essence and moisturizer. Thereby, the product labels may contain useful recommendations such as, "For a flawless look, we recommend you to cleanse your skin, tone and hydrate with the products from the same beauty range.”
3. Regional Use Behaviour
Another essential aspect that should be considered by marketers is regional use behaviour. The world is culturally diverse and even within the same country, people might have different consumption behaviour. For instance, McDonald’s fast food chain in Malaysia are certified Halal in order to accommodate its Muslim-majority population.
Packaging plays an important role in decision making because it represents the first facet of a product. On the other hand, the wrapper can be disadvantageous in some cases. For example, if it is difficult to unpack a product, the customer might lose interest and may cause non-usage. Consumers in general prefers convenient packaging, hence it is best that your product packaging is easy to remove without the need to use tools. To add, products which have problematic opening/closing systems (e.g. resealable zip locks, reusable caps) may also cause post-purchase dissonance. For example, a bag of chips with a resealable packaging will often appeal more to buyers than one that comes without.
The 21st century is characterized by an increased attention to the environment. More than half of consumers are concerned about both manufacturing and recycling process. Thereby, the so-called “eco-friendly” consumers may experience a very strong product dissonance if their expectations are not met. Recycling is, first of all, a matter of social responsibility and secondly, a resource for economic reasons. Pascale Quester, author of Consumer Behaviour argues that "during the evaluation stage, consumers anticipate the disposal process” and this plays a crucial role in their decision making. Moreover, the ease of disposal can be used as a marketing-mix variable in the segmentation process. A sustainable way is to create environmentally-friendly wrappers and to offer rewards for recycling. For instance, Spritzer promotes recycling among consumer with its twist-able bottle for easy recycling.
6. Product disposal
Product disposal is an issue which can potentially trigger post-purchase dissonance. In some cases, disposal needs to take place before acquisition of new product due to limitation of physical space and money. For instance, a family might need to dispose off an old bed before purchasing a new one due to lack of storage. This case can be extremely inconvenient especially when it comes to bulky items which occupy significant space. Instead of disposing the bed in the street, the family can be helped by the furniture provider. The home improvement chains may launch disposal programs which encourage their customers to donate their used items to the store or to reward them for recycling.
7. Post–purchase reinforcement
Every purchase constitutes an advantage for companies; however, your marketing campaigns should not focus entirely on the pre-purchase process. Clients expect customized assistance and they will be dissatisfied if they are neglected after having made a purchase.The reinforcement process is do-able via email or in-person, through vouchers and discounts. Customers will appreciate a thank you email because it shows that the company values them. Some consumers need extra approval, especially those with anxiety and tend to regret when they make a new purchase. Did you know that Dropee.com provides customized customer support, so that you can list your products for sale with lesser worries?
All in all, the consumer market is diverse and so are their concerns. Therefore, it is always a smart move for businesses to anticipate the consumers’ diverse concerns. Apply these 7 alternatives for a more sustainable operation and gain stronger customers’ trust and loyalty. Plus, businesses have nothing to lose. These alternatives are beneficial for both customers and businesses. Customers get to save the environment and businesses get to increase branding by being perceived as morally and socially responsible. It’s a win-win for all!Want to read more business-related articles? Check out blog.dropee.com for more interesting reads.