Abstract
The theory of “cognitive dissonance” is of 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. Some of these are family status, religious
value, customs, belief etc. the study also reveals the problems and
identified probable solutions to overcome these problems.This article
explores the implications of cognitive dissonance on varied aspects of
consumer buying behaviour.Some of the factors leading to dissonance
post purchase.