Consumers' Post-Purchase Dissonance Reinforcement Strategies in SIMS Nigeria Limited

Abstract

This study examined post-purchase dissonance reinforcement strategies in SIMS Nigeria Limited. The objectives of the study were among others: to assess the awareness and kinds of post-purchase dissonance in consumers of SIMS Nigeria Limited. Theoretical framework of the study was drawn from the cognitive dissonance theory. The research design employed for this study was the sequential explanatory mixed methods research design. A census of twentysix staff from SIMS Nigeria Limited advertising/marketing department was studied, interview guide and closedended questionnaire were used as instruments for data collection. E-mail interview was also conducted on three key costumers of SIMS Nigeria Limited which was analysed qualitatively. Quantitative data analysis was employed, data collected were presented in tabular form and analysed using simple percentage and weighted mean score. Findings revealed that consumers were fully aware of post-purchase dissonance which they referred to as customer's remorse usually exists in the consumers' mind after buying a product or service. The study concluded that SIMS Nigeria Limited uses dissonance reinforcement strategies to help consumers seek relief from doubts after the purchase by supplying them positive information about the product. The study recommended that suggestion boxes should be placed in significant position in the company to help in consumer problem identification. This would help consumer's right to be duly observed to avoid failure, which includes right to satisfy, to be informed, to choose and to be heard.