International Journal of Applied Research
Vol. 2, Issue 11, Part B (2016)
Influence of consumption perspective on post purchase dissonance
D Arthi and Dr. K Malar Mathi
The study entitled “Influence of Consumption Perspective on Post Purchase Dissonance” is undertaken with the objective to check the impact of the Role Relaxed, Status seeking and Hedonic consumption perspectives on post purchase dissonance experienced by the consumers. Role Relaxed is functional in perspective, Hedonic consumption is an emotional perspective and Status seeking is a consumption perspective which is symbolic in nature. Post purchase is the sense of regret a consumer experiences after having made a purchase. Working women in organized sector of Tamil Nadu were taken into consideration for the study. Descriptive research design is applied. Questionnaire is framed for all the three consumption perspectives and post purchase dissonance based on the review of literature. The sample size for the study is 425 with the stratified sampling technique. A model is constructed with the help of Structural Equation Modeling The results indicate that, Hedonic consumption perspective is the perspective which causes higher dissonance among the consumers, the more they are emotional more dissonance they face. Status seeking consumption perspective too causes post purchase dissonance. But findings indicate that the Role Relaxed consumption perspective does not have any impact on post purchase dissonance.
How to cite this article:
D Arthi, Dr. K Malar Mathi. Influence of consumption perspective on post purchase dissonance. Int J Appl Res 2016;2(11):113-119.