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The Automobile Buyer after the Purchase

Gerald D. Bell
Journal of Marketing
Vol. 31, No. 3 (Jul., 1967), pp. 12-16
DOI: 10.2307/1249023
Stable URL: http://www.jstor.org/stable/1249023
Page Count: 5
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The Automobile Buyer after the Purchase
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Abstract

Customer satisfaction after the purchase is a key factor in brand loyalty. Marketing managers are becoming keenly interested in how a new purchaser feels after buying. In this study, an analysis is made of how a new car buyer feels about his purchase after it is completed. What factors determine the reactions of a customer when he begins living with his new car? This article explores the effect of customers' personalities in relation to salesmen's persuasion attempts upon consumers' post-purchase satisfaction.

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