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Understanding the impact of Demographics on Post-purchase Cognitive dissonance

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Author Affiliations

  • 1Department of Business Management, HNB Garhwal University (A Central University) Srinagar Garhwal, Uttarakhand, India
  • 2Department of Business Management, HNB Garhwal University (A Central University) Srinagar Garhwal, Uttarakhand, India

Res. J. Management Sci., Volume 5, Issue (4), Pages 1-6, April,6 (2016)

Abstract

A study was conducted to examine the impact of demographics (age and gender) and product’s price on cognitive dissonance among customers purchasing smartphones. Customers were segmented on basis of levels of dissonance felt and then analysis was done to measure how age, gender and product’s price varies among different dissonance groups. Results showed that as compared to old customers, young customers were more prone to dissonance and males displayed a great tendency than females to intolerant to dissonance quite often. Moreover, price of product does showed its effect on level of dissonance for which high priced products were linked to high dissonance group more sharply as the lesser priced products to the low and moderate dissonance group.

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