Volume 11 - Volume 11
Analysing the Cognitive Dissonance Behaviour of a Customer before Buying Products in Retail Stores
Abstract
Today, Indian retail is seeing unprecedented growth. India's sector has a larger customer base, it is
very important for retail businesses to understand consumer behaviour very effectively. In the process
of understanding consumer behaviour, it is vital to understand the cognitive dissonance behaviour of
a customer before buying to retain the consumer for long term. Cognitive dissonance also can
influence the perception and sense of oneself, which leads to poor self-esteem and self-worth.
Cognitive dissonance has several consequences because people want to prevent this discomfort.
Dissonance may affect people's behaviour, ideas and decisions. This research aims to study cognitive
dissonance behaviour of customer before buying products in retail stores. The study used analytical
and descriptive research methodology, all primary data was obtained by using structured
questionnaires and secondary data collected from various published research papers from ProQuest
and EBSCO databases. The study concludes that cognitive dissonance behaviour of a customer has
an wider impact on buying behavior of retail customer.
Paper Details
PaperID: 2585
Author's Name: Dr. Bhavika R Karkera and Dr. Vanitha Esaimani
Volume: Volume 11
Issues: Volume 11
Keywords: Customers, Retailing, Buying Behavior, Organised Retail, Customers Satisfaction.
Year: 2021
Month: September
Pages: 5595-5608