Post Purchase Dissonance among Car Owners in Aizawl City- A Case Study of Hyundai Motors
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 8
Abstract
This paper is an attempt to understand and study the post purchase behaviour of Hyundai car owners taking into consideration the dissonance of such consumers in relation with their demographic profile. The paper uses Pearson’s correlation which is a non-parametric test to determine whether post purchase dissonance is related to the Demographic Profile. Demographic profile included for the study are-gender, age, education, marital status, number of family members and level of income.This study will help understand a consumers’ perception towards automobiles as well as for the manufacturers and dealers to understand buyer behaviour and may develop certain marketing strategies through the findings of the research.The study validates the inter relationship between demography and the existence or non-existence of post purchase dissonance.
Authors and Affiliations
Lalchhantluangi Pachuau, dr. Laldinliana
Keywords
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