Understanding Post-Sale Dynamics: The Role of Consumer Expectations and Attitudes Toward Marketing

Abstract—This study aims to examine the common post-sale deception in the context of Iraq. The study used a quantitative approach to collect the data from two supermarkets located in Erbil. The data was collected using questionnaires from 209 customers and the data analyzed by Smart-PLS. The results indicated that post-sales impacted significantly by Consumer expectations of the product and Consumer attitudes towards marketing. when the marketing is honest and accurate, it will lead to an increase in engagement and customer trust. The study discussed practical insights for managers and businesses to conforming consumer expectations. Keywords—Post-Sale, Post-purchase, Deception marketing, Consumer attitudes.