Status Seeking Female Professionals and Their Post Purchase Dissonance Regarding Outfits With Reference to Coimbatore City

D.Arthi; K.Malar Mathi

Volume : IV, Issue : IX, September - 2014

Status Seeking Female Professionals and Their Post Purchase Dissonance Regarding Outfits With Reference to Coimbatore City

D. Arthi, K. Malar Mathi

Abstract :

Social Influence and Social Comparison do exists in the consumption of products, immediately it may even lead to post purchase dissonance. The concept of social benefits residing in a purchase and ownership of products are there for a long time, but the ideas of identifying and measuring consumer tendencies are relatively new. This study analysis status seeking consumption perspective and tests it with the post purchase dissonance of the consumers across social influence and personal factors. Descriptive Research Design is adopted and the survey method is through Questionnaire with 300 samples as the sample size. Mean, Standard Deviation, ANOVA, Correlation and Regression analysis tools were used. It was found that the consumers like to choose their outfits at reputed shops, and interested to shop with their friends or partners or peers to get suggestions. Most of the people have a kind of frustrated feeling and underestimate themselves because of the purchase. It was also found that the presence of status seeking consumption leads to post purchase dissonance by 19.5 %