Volume 8 Issue 1 - January 2017

  • 1. Impact of cognitive dissonance on consumer behavior

    Authors : Vipin Kumar, Dr. Rajeev Sharma

    Pages : 132-139

    DOI : http://dx.doi.org/10.21172/1.81.017

    Keywords : Consumer Buying Behavior, Marketing, consumer Cognitive dissonance.

    Abstract :

    In Present Marketing Scenario, the Study of Consumer Behavior has become necessary. Without consumers no business organization can drive. All the activities of the business concerns end with consumers and consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing the three separate roles of user, payer and buyer. Consumer buying behavior has become an undivided part of strategic market planning. The theory of “cognitive dissonance” is also a 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. This article explores the implications of cognitive dissonance on varied aspects of consumer buying behavior.

    Citing this Journal Article :

    Vipin Kumar, Dr. Rajeev Sharma, "Impact of cognitive dissonance on consumer behavior", https://www.ijltet.org/journal_details.php?id=910&j_id=3572, Volume 8 Issue 1 - January 2017, 132-139, #ijltetorg