Disonancia cognoscitva en los clientes de Glamour Store en la ciudad de Santa Rosa: una propuesta de políticas de devolución.

Abstract

The objective of this study is to identify the existence of cognitive dissonance in the consumers of Glamour Store; in order to propose a product return policy to reduce such dissonance in customers after making their purchases. The focus group research technique was used, the session was formed by 10 customers in the city of Santa Rosa. The results obtained determined that there is cognitive dissonance due to several factors such as the non-fulfillment of expectations in the quality of the product caused by factory failures; experiencing guilt when acquiring a high-cost product on impulse; and the short time to return the product in case of nonconformity. In fact, we propose the establishment of a product return policy, based on the results obtained, which will allow us to resolve this dissonance in customers.