Young Researchers & Elites Club, Hamedan Branch, Islamic Azad University, Hamedan, Iran


The present study was aimed to identify the post-purchase behavior of consumer. It was a scientific-review design. Consumer behavior was defined as the study of purchase units and exchange processes including acquisition, consumption and putting aside the goods, services, experiences and ideas. The consumer behavior is a challenging issue including the people, what they purchase the reason and method of purchase, marketing and marketing mix and market. In post-purchase behavior of consumers, the purchased trade mark is compared with other trademarks not being purchased. In order to reduce the cognitive dissonance of post-purchase behavior of consumers, marketers applied different methods. One of the methods is to show the customers consuming the goods and be satisfied with them. The present study reviewed the consumption and behavior of consumer. Then, the attitude of consumer and systematic approach of consumer behavior analysis is investigated. The effective factors on purchase decisions of consumers and current and future customers are explained. Finally, the purchase behavior of the consumer is presented and the discussions are concluded finally.


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