POST PURCHASE BEHAVIOUR INTENTIONS: AN EMPIRICAL STUDY AMONG CUSTOMERS OF RETAIL ESTABLISHMENTS IN AIZAWL CITY

Post purchase behavior is the behavior of a consumer after a commitment is made to the product and originates from the experiences with the use of the product and indicated in terms of satisfaction, dissonance or dissatisfaction. This paper attempts to identify the motivators of repeat purchase of the customers of retail establishments and levels of satisfaction different experiences provided by such establishments. The study also attempts to find problems faced by customers and their modes of expression of dissatisfaction. Data is collected from 500 customers using a structured questionnaire and presented in the form of Likert scale and statistical tools such as Weighted Mean and Score. The findings reveal that there are certain aspects of satisfaction and dissatisfaction among the customers. The study also identifies the problems faced by the customers and provide suggestions to the retail businesses to increase satisfaction and ensure satisfaction in the future as well.