AN EMPIRICAL STUDY ON COGNITIVE DISSONANCE FACTORS OF CONSUMERS AND THEIR SATISFACTION TOWARDS THE PURCHASE OF ELECTRIC VEHICLE

Consumer buying behavior is the actions taken by consumers before purchasing, during purchasing, and post purchasing of goods and services for personal and family use. Cognitive dissonance is an internal conflict that people have when their differing beliefs and opinions collide. Cognitive dissonance in the adaptation of electric vehicles (EVs) is a prevalent issue in the transportation sector. This can lead to post-purchase regret and dissatisfaction. So, the study aims to identify the factors that lead to Cognitive Dissonance among the consumers towards EV purchase and their level of consumers’ satisfaction towards the adoption of E-Vehicle. The study was done in Coimbatore among 163 people. Purposive sampling has been conducted for finding EV users. Descriptive statistics, Chi square, ANOVA, Correlation and regression have been used for analysis. It is inferred that most of the respondent’s own hybrid mode of vehicle for their purpose. The result of the study shows that the respondents are highly influenced by peer group choice and least preference to the Belief factor. Further they are highly satisfied about the price of purchase of Electric Vehicle and cost saving feature compared to fuel Vehicle.