Exploration of dissonance segments among fashion apparel consumers: Evidence from a developing nation

Abstract

Purpose

The purpose of this paper is to examine the existence and profile consumer segments based on dissonance in Indian apparel fashion retail market.

Design/methodology/approach

This study is based on cognitive dissonance theory (CDT) and analyses data using cluster and discriminant analysis on a sample (n = 354) from India.

Findings

The findings revealed three dissonance segments among consumers based on the intensity of dissonance experienced. This study also validated the clusters and profiled each segment. In doing so, the three clusters exhibited unique differences with respect to purchase and socio-demographic characteristics. Moreover, high dissonance segments were found to inversely impact customer’s satisfaction, loyalty and overall perceived value and positively impact tendency to switch.

Practical implications

Understanding the existence of cognitive dissonance (CD) patterns among consumers is critical for fashion apparel retailers. This paper offers unique insights into the specialties of each dissonance segment that assists the marketers to frame appropriate strategies to target them.

Originality/value

This paper advances knowledge on consumer behavior by highlighting the significance of CD.

Citation

Jamwal, M. and Mishra, S. (2023), "Exploration of dissonance segments among fashion apparel consumers: Evidence from a developing nation", International Journal of Emerging Markets, Vol. 18 No. 9, pp. 3138-3157. https://doi.org/10.1108/IJOEM-11-2020-1320