to buy in which store. But then stock out may occur then the consumer must decide between whether to buy the same brand but at another store, switching brands, delay the purchase or just end up going without the purchase altogether.Health SupplementsThe purchase decision in regard to health supplements ranges from planned purchases, for instance a student knows they have to stay up late because there is an assignment due the next day therefore they need to buy some energy pills, through to impulse situations where the consumer is shopping in supermarkets and they realize they need to buy some pills to boost their immune systems because they have been getting sick all the time; therefore problem is induced and the purchase situation is brought about.Consumers buying health supplements do not care much on where they buy their products from. Therefore, the store layout and the store atmosphere dont really have a big influence on customers when comes to the purchase. 4.5Post Purchase ProcessFormal ClothingPurchase of formal clothing is a high involvement purchase decision; most high involvement purchase decisions involve one or more of the factors that lead to post purchase dissonance. Post dissonance occurs when after making a difficult, relatively permanent decision to a chosen alternative requires the person making the decision to give up the attractive features of the unchosen alternatives. For example, a student bought a expensive formal dress that is of a well know brand, but then she discover that the dress was not well perceived by her peers the way she had wanted in the first place; therefore, post dissonance occurs.The level of satisfaction was determined by the initial performance expectations and the perceived performance relative to those expectations. Basically, consumers develop certain expectations about the ability of the product to fulfill instrumental and symbolic needs. The students determine whether or not the f...
