Consumer Behaviour

Post Purchase Convenience

Good
Group1
Aastha
Anisha Thakkar
Arpit Watts
Charvi
Ridhima Bhasin

Introduction
Post Purchase Cognitive Dissonance is the
state of unease which exists in the
customers mind after buying a product or
service.
It occur as a result of a discrepancy between
a consumers decision and consumers prior
evaluation. The way of reducing cognitive
dissonance:

Changing the ways of evolution

Seek new information
Change attitude

Research Questions
What

are the factors contributing to the

post purchase cognitive dissonance?

Do

the factors differ in urban/rural

market?

Do

the factors differs in online/offline

market?

Literature Review
S Paper Title
n.

Journal

Volum Findings
e

The Dissonance Model in

Post-Decision Product
Evaluation
JOEL B. COHEN and MARVIN
E. GOLDBERG

Journal Of
Marketing
Research(1970)

Volume
7

In cognitive reevaluation , the

Subjects re-evaluated
positively when their
choice was confirmed
by the evidence and
negatively when their
choice was
disconfirmed.

Selecting an Appropriate
Standard of Comparison
for Post-Purchase
Evaluations,

Advances in
Consumer
Research(1989)

Volume
16

A better alternative for

standard of
comparison would be
Current
Expectations as it
takes into all the three
limitations of the two
models

Advances in
Consumer
Research(2002)

Volume
29

Online customers are

less likely to complain
but have higher
propensity to

Joseph A. Cote,Ellen R.
Foxman,Bob D. Cutler

The Effects of PostPurchase Evaluation

Factors on
Online vs Offline

Literature Review
S
n.

Paper Title

Journal

Volum
e

Findings

Rural Consumer:
Post-Purchase
Behavior and
Consumerism

The Icfaian
Journal of
Manageme
nt
Research,
2008

Vol. VII

The levels of satisfaction for packaged food

,packaged toiletries,cosmetics among
higher-income group is higher, while it was
moderate among middle-income group and
lower in the case of lower-income group.

EXCEL
Internation
al Journal
of
Multidiscipl
inary
Manageme
nt Studies
(2012)

Volume 2

A Sarangapani and T
Mamatha

DETERMINANTS OF
COGNITIVE
DISSONANCE AND ITS
RELATIVE
IMPORTANCE TO
CONSUMER PRODUCT
PURCHASE
HAMZA V.K., ZAKKARIYA
K.A

b.)Poor quality was the major complaint

among high income group, while higher
prices was the major concern of the
middle-income and lower-income
respondents.
36 respondents have CDs with their recent
purchase,
Out of 36, 23 have a feeling of inferiority
with their product purchased.
16 respondents say that they will not
repurchase the same product.
Out of 36, 21 say that they will not suggest
the product to their friends.
50% out of 36 considered 5 to 6
alternatives before buying.
56% of the respondents were not so
persuaded by their friends

Research Objectives

Identify the factors that influence post

purchase cognitive dissonance of consumers
for convenience good.

Test whether the post purchase evaluation

factors are significantly different for online
and offline consumers.

Explore the relationship between post

purchase evaluation factors and repeat
purchase intention.

Methodology

Questionnaire survey of urban

consumers who have purchased
online/offline and have exhibited
loyalty/switching behavior.

Data Analysis Technique Factor Analysis

T-test
Correlation
Regression