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

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.