CONSUMPTION PERSPECTIVES AND POST PURCHASE DISSONANCE

This book is written with an 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. It was found out that Attractiveness, Bragging and Trendiness are the factors that make up status seeking consumption perspective. Durability, Worthiness and Expansiveness factors were found to build up Role Relaxed consumption perspective. Fantasy, Impulsiveness and Entertainment were found to play an important role in formulating the Hedonic Consumption perspective. Doubt of Wisdom is found to be a vital factor that makes up Post purchase dissonance. Possible suggestions were given