Excerpt from Term Paper:

...... Another important stage, from the marketing perspective, is the evaluation of alternatives. A buyer compares similar products and services offered by different companies in order to make a purchasing decision. In this stage, it is important to impress the customer with the best value for money. This is an important concept, as offering a product or service at a price that is too low may affect the consumers perception of value negatively, while a price that is too high may discourage the purchase decision if the same value is offered for a lower price by another company. Marketers should therefore be aware of the delicate balance between price and perceived value. The purchase decision and actual purchase also have interesting dynamics than can be used by marketers. Product availability may for example cause a discrepancy between the purchase and purchase decision
The post-purchase evaluation is also an important stage, as this relates to consumer satisfaction or dissatisfaction and may once again lead to positive or negative word of mouth. The product or service provider should therefore ensure that marketing claims and actual customer experience correlate as closely as possible. Other elements that can influence post-purchase evaluation include post-purchase communication

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