What does a Post-Purchase Survey (PPS) aim to understand?

A Post-Purchase Survey (PPS) is specifically designed to gather insights about how customers become aware of and ultimately decide to purchase a product. This feedback is crucial for businesses as it helps them understand the effectiveness of their marketing channels and messages. By analyzing the responses to a Post-Purchase Survey, companies can develop strategies that enhance customer acquisition and retention, as well as refine their advertising efforts based on direct customer input.

Focusing on customer testimonials generally aims to showcase positive experiences rather than explore the discovery process. Understanding customer returns and exchanges pertains more to post-purchase behavior and not directly to how a product was found. Similarly, while insights into product pricing strategies are vital for overall sales performance, they are not the primary focus of a PPS. Instead, the PPS is specifically targeted at understanding the journey of the customer leading to the purchase decision, making option B the most accurate choice.