Informatics Publishing Limited

Sachu Zachariah John ¹, Krishna R. Nair ²

Affiliations
1 Department of Rural Marketing Management, College of Co-Operation, Banking and Management, Vellanikkara, Thrissur (Kerala), IN
2 Christ College, Irinjalakkuda, Thrissur (Kerala), IN

Abstract

Cognitive dissonance is the term used when there is inconsistency between two cognitions and is recognised by an individual. In the present study the determinants which cause an individualto have cognititve dissonance towards buying of consumer durables are brought out, taking LED TV as the test item.A survey on hundred and twenty consumers of LED TV in the Thrissur Corporation of Kerala state was made. Random sampling method was used to sample the respondents. Its determinants were analysed by means of factor analysis. Out of hundred and twenty respondents seventy respondents have found to experience cognitive dissonance. Out of ten variables and fifty six sub variables examined, seventeen factors such as Family status, Influence of peer group, Trust in the sales man, Education, Religious factors, Information about the product, Market search, Sales promotion, Perception of consumers, Quality of the product, Advertisement, Confidence level on product, Emotion driven, Cash discount, Packaging, Brand loyalty and After sales service were evolved as the major determinants. The methods adopted by the consumers to minimize cognitive dissonance were also analysed by forming indices. ‘Will share good qualities of the product with peer group’ and ‘Confirm the positive aspects with other buyers’ were emerged to be the top two steps that will be adopted by the consumers to minimise the cognitive dissonance. The present study will help the sales personnels to identify the major areas that has to be given attention to make possible ‘consumer delight’.

Keywords

Cognitive Dissonance, Consumer Durables, LED TV, Determinants of Cognitive Dissonance, Minimization of Cognitive Dissonance.

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Sachu Zachariah John ¹, A. Prema ², Binoo P. Bonny ³, P. K. Sureshkumar ⁴

Affiliations
1 Department of Rural Marketing Management, College of Co-operation, Banking and Management, Kerala Agricultural University, Vellanikkara, Thrissur (Kerala), IN
2 Krishi Vigyan Kendra (KAU), Vellanikkara, Thrissur (Kerala), IN
3 Communication Centre, Directorate of Extension (KAU), Mannuthy, Thrissur (Kerala), IN
4 Department of Agricultural Engineering, College of Horticulture, Kerala Agricultural University, Vellanikkara, Thrissur (Kerala), IN

Abstract

Agriculture in Kerala is faced with the agrarian crisis of farmers and farm labourers leaving the sector. The worst hit is rice production which has been the main employment provider for rural population in the state. Green Army Labour Bank (GALB) fostered by the local body of Wadakkanchery Block in Thrissur district of Kerala was organised on the lines of Food Security Army (FSA) of Kerala Agricultural University and started functioning from 2008. It was conceptualised as an efficient work force in the form of labour bank equipped with modern farm techniques and has succeeded in infusing modern methods into conventional farming especially in rice through mechanisation and other labour-saving techniques. Paper describes the results of a systematic study taken upto assess the attitude of rice farmers towards GALB and mechanization in rice. Attitude of rice farmers towards GALB was measured using Likert’s summated rating method. Responses from a sample of forty randomly selected rice farmers from the study area was used. Mean attitude score for the sample was 52.25 which indicated overall positive attitude to GALB and farm mechanization. It indicated high reputation of the GALB members among the farmers. Ninety-five per cent of farmers agreed that they preferred GALB for farming operations as GALB showed better efficiency in farm operations. There was also complete agreement among farmers that farming wasmore remunerative and easier with machines compared to manual practices. Hence, there is good scope for mechanization of field operations in other crops and need to be extended throughout the state.

Keywords

Green Army Labour Bank, Farmers’ Attitude, Food Security Army, Agricultural Mechanisation.

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