The Impact on Consumer Buying Behaviour: Cognitive Dissonance
نویسنده
چکیده
The theory of “cognitive dissonance” is of great importance in consumer behavior and marketers have lots of interest in analyzing the post purchase behavior of consumers experienced by them. This paper has explored the factors that create cognitive dissonance in consumer buying decision making particularly among the consumer goods purchaser in the city area. Some of these are family status, religious value, customs, belief etc. the study also reveals the problems and identified probable solutions to overcome these problems.This article explores the implications of cognitive dissonance on varied aspects of consumer buying behaviour.Some of the factors leading to dissonance post purchase.
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