Marketing communication: principles and practice

Figure 3.8
Purchase and consumption activities

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Purchase
Once an alternative is selected, the purchase can take place. This is at the
heart of consumer behaviour, since it is the exchange that interests both 
the acquirer/consumer and the producer/supplier.
Who sells the product or service, and where can you get it from? What are
the payment options?
Evaluation of the consumption experience
During or after consumption we can make a judgement about the extent to
which the purchase experience and consumption experience are satisfactory.
This evaluation is significant because it is remembered when it is necessary
to search for alternatives to meet the same need again in the future. How 
do you judge your experiences? Were your expectations met? This is an
important question, since advertisements can influence our expectations of
the product or service prior to purchase.
Feedback
Complaints and compliments to suppliers are important. A partial refund
may be requested because the gym was closed at the weekend for
maintenance. You might ask the supervisor to close later, so as to get more
value from your attendance.
We tell our friends about what we like and don’t like, and we may try to
discourage them from buying the latter. We might even write a letter to the
editor of the local newspaper, if we feel strongly about something.
Termination
We may simply stop using a product and dispose of its packaging. Growing
concern about our environment has made product disposal an important
aspect of consumer behaviour for marketing managers. 
Intangible products require more formal steps to end the consumption
process. Membership of the fitness gym may require that notice is given.
Some consumers may continue to use products and services through inertia
– they don’t get around to stopping!