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“Cognitive Dissonance” and how to ease it

Cognitive dissonance is an insecure feeling, or lingering doubts, consumers sometimes have after making large purchases. One way to reduce Cognitive dissonance (CD) is to introduce full money back guarantee on dissatisfaction within a stated time period, say 2-3 weeks after purchase. Another way to reduce CD is by allowing product evaluations where the user…

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Market segmentation

Market segmentation is the process of separating the varied market into segments, each of which has similar characteristics. For example, a cosmetic company may segment its market according to age and sex, thus concentrating on baby lotion (age), adult shampoo (age), after-shave (sex) and eye-liner (sex). The organization could then do research in each segment…

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“Not only is shopping melting into everything, but everything is melting into shopping”

“Not only is shopping melting into everything, but everything is melting into shopping” (The above sentence is taken from the referred article) The article ‘The mauling of America’, by Wittman K., introduces the consumer oriented nature of retail architectures. The article brings into light the most visible forms of ‘Gruen effect’ where the consumer is…