Post purchase stage is the final stage in the consumer buying decision process. In this stage, consumer accesses whether he or she is satisfied or dissatisfied with the purchase of Xiaomi Mi 4. Consumer will evaluate the adequacy of the product with his original needs whether he or she has made the right choice on buying the product. Consumer will feel either a sense of satisfaction for the product, or on the contrary, a sense of disappointment if the product has fallen far short of expectations. If the consumer is satisfied with the product, it shows that the performance of the product is in expectation. If the consumer is delighted with the product, it shows that the performance of the product is way greater than the expectation the consumer has. In another way, if the performance of the product purchased does not reach the expectation, it will cause the consumer to experience dissatisfaction and disappointment towards the product. For example, after a consumer purchased the Xiaomi Mi 4 and has been using it for a couple of weeks, does the smartphone meet…show more content… After the purchase, the customer might experience dissonance about their purchase. The term ‘cognitive dissonance’ is to present that consumer are having discomfort or dissonance about the product that had been purchased. An example of cognitive dissonance is when a consumer might feel compelled to question whether he or she has made the right purchase decision. The dissatisfaction of the performance of Xiaomi Mi 4 is the cognitive dissonance. If the consumer is having dissatisfaction after purchasing and consuming Xiaomi Mi 4, it shows that he or she is experiencing cognitive dissonance. Consumers who experienced cognitive dissonance will be more concern and put in more of the consideration while choosing product in their future