Post Purchase Evaluation: A Behavioral Study
1Dr. Shaji Kurian, Saurav Sahay and Dr. Siddharth Misra
The research aims to investigate the different purchase approach of consumers and relate it to their post-purchase behavior. And also, to take into consideration what is the variation in post-purchase satisfaction levels. The study uses questionnaire-based investigation using regression analysis through Microsoft excel. Total number of participating respondents are 170 and they are from various geographical, educational and professional backgrounds, having bought a wide range of products from mobile phones to real-estate, with some of the products bought as recent as 3 months to the products over a year. The findings of the study suggest that emotional dissonance ranks the highest among the post purchase behavior of the consumer. There is higher emotional dissonance even with decision-making styles that are considered to be using a methodical approach. It has relevant, practical implications in understanding what kind of post purchase dissonance is present among the consumers and the approach to address it. The empirical evidences add to the novelty of the paper suggesting that there is presence of consumer dissonance irrespective of the approach of purchase process which is embedded in their emotional style of buying.
Post Purchase Behavior, Consumer Dissonance, General Decision-making Style (GDMS), Impulse Buying Behavior, Consumer Satisfaction