Retail perspective in sub-urban markets: an empirical validation of consumer cognitive dissonance
by Neetu Andotra, Pooja .
International Journal of Innovation and Sustainable Development (IJISD), Vol. 4, No. 4, 2009

Abstract: Buyers typically experiences cognitive dissonance synonym to 'buyer's regret' or 'self-doubt', reduction of which is vital for long-term sustainability of retailers. The paper through the usage of canonical discriminant function, K-means clustering procedure and multidimensional scaling technique, measures the nature and extent of customer dissonance across demographic groups, clusters and 14 brand stimuli for operationalisation of existing pattern of preferences and accordingly redesigning the existing bundle of brand stimuli for strategic orientation of retailers selling SSI products. At retail level, marketing mix needs to be restructured with emphasis on updating product configuration comparative to national brands, passing discounts to frequent users, promoting brand usage local personalities and responding to consumer complaints promptly and efficiently.

Online publication date: Fri, 07-May-2010

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