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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 59) Last page : ( 63)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00009.4

Cognitive Dissonance amongst Youth of Jalandhar City for Purchase of Online Apparels

Dr. Sehgal Ritu*

Assistant Professor, DAV Institute of Engg & Technology, Jalandhar

*Corresponding Author E-mail: Sehgalritu77@yahoo.com

Online published on 2 June, 2018.


Cognitive dissonance as a state which comes into existence when a person gets confused between two cognitions (thoughts), which cannot exist together and hence create tension for him, Festinger, 1957. In this paper an attempt has been made by the researcher to find out the factors affecting cognitive dissonance amongst youth for purchase of apparels. Along with an attempt has also been made to analyze the relation between gender and dissonance in online purchase of apparels amongst youth. It has been found that there is no significant association between Gender and Customer Satisfaction. After applying the factor analysis, nine factors titled ‘Timely Delivery, Value, Psychological Cost, Easeness for Search, Impulsive Buying, User Friendliness, Reasonable Price, Convenience and Reliability’ have been extracted. The study has been done on 100 respondents of age group between 18–24 years of Jalandhar city.



Impulsive buying, Cognitive dissonance, Apparels, Consumer behaviour, Gender.


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