Author(s): Muhammed Salim and Deepa
Customer is the king in the market and marketers started to act more customers centric when their customers started to behave more selective and rational. It is very easy to have an access to customer mind in this networked era on customers plan for buying in the coming future. After grabbing the relevant information on potential consumption producers started to act accordingly to bag this market. Producers and channels are always fighting to create a meaningful picture of their brand in the customers mind. A potential buyer starts perceiving information form the available sources and this process gradually leading to the development of an image in his mind. Positive impact of perceived band image induces to have a try for the brand and this behavioural intension creates market demand for the product. Post purchase experience is psychologically a double edged weapon which may create favorable or negative impact on brand image existing in the mind of the buyer. Customer satisfaction may lead to the development of concrete brand image in mind and there will be continues valued addition in the image, but when the experience of a customer is different from his expectation, it may shatter all his expectations. Regrets coming from the bad experience of customers may cause for the serious damage of perceived brand. A brand will move only when customers believe in producers promise and develop a sufficiently positive perception to buy or rebuy. This research paper is an attempt to explore the impact of post purchase behaviour on the perceived brand image of mobile phones.