There is no difference in cognitive dissonance of working women for online bill payment services and offline bill payment services.

Fig-5: Online shopping

COGNITIVE DISSONANCE AMONGST WORKING WOMEN USING ONLINE SERVICES

2) There is no difference in cognitive dissonance of working women for online bill payment services and offline bill payment services.

Description of key factors: 1)Online shopping – Buying through online shopping sites. 2)

Offline shopping – Buying from shop, factory outlets, shopping malls. 3) Online bill payment services- payment of monthly bill and recharge payments. 4) Offline bill payment services- bill payment counters and desks 5) Cognitive Dissonance- discrepancy between consumer attitude and behaviour towards a product or service. 6) Working Women- women with salaried employment.

Prof. Shweta Pandey (Pg.82-87) 85

Research Methodology: A survey was conducted with the help of a questionnaire amongst a

sample size of 50 educated office going working women. The sample consisted of women from varied age groups working in private or government organisations. The questionnaire had 12 questions on online, offline shopping survey and similar 12 questions for online, offline bill payment services. The questions were framed to find out their belief or attitude towards online and offline shopping and bill payment and the transfer of attitude in action that is use of both the sources. Their responses indicated whether their belief or attitude was different from actual use of the online and offline modes. The study is based on primary data. Chi Square test was used for statistical analysis.

Data Analysis:

FIGURE 1: Data Analysis for hypothesis 1

Dissonance No Dissonance Total E = 9.66

Online shopping 10 13 23

Offline shopping 11 16 27

Total 21 29 50

The table of expected frequencies

ᵪ2 = 0.0379 v= 1

FIGURE 2:Data Analysis for hypothesis 2 Dissonance No Dissonance Total E = 11.2

Online bill payment service 8 32 40

Offline bill payment service 6 4 10 Total 14 36 50 The table of expected frequencies

9.66 13.34 23 11.34 15.66 27 21 29 50 O E 2 (O-E) 2 (O-E) / E 10 9.66 0.1156 0.0119 11 11.34 0.1156 0.0101 13 13.34 0.1156 0.0086 16 15.66 0.1156 0.0073

Prof. Shweta Pandey (Pg.82-87) 86

ᵪ2 = 6.349 v= 1

Results and discussions:

Figure 1 shows the data of working women who prefer online or offline shopping and number of those who experience dissonance and no dissonance. The calculated value of ᵪ2 is less than the table value (for v=I, ᵪ2 at 0.05= 3.84). Therefore the hypothesis; that there is no difference in cognitive dissonance of working women for online shopping and offline shopping is accepted. This indicates that the extent to which women experience dissonance does not vary in online or offline shopping. Figure 2 shows the data of individuals who prefer online or offline bill payment services and number of people who experience dissonance and no dissonance. The calculated value of ᵪ2 is greater than the table value (for v=I, ᵪ2 at 0.05= 3.84). Therefore the hypothesis; that there is no difference in cognitive dissonance of working women for online bill payment services and offline bill payment services is rejected. This indicates that the extent to which women experience dissonance vary between online and offline users.

Conclusion:

The trend of online shopping and online bill payment services are two way in which working women avail online facilities. The implications for the two are different for the same consumer. The results indicate that the experience of dissonance is not significantly different for online or offline shopping. According to available literature individual’s dissonance depends on the extent to which they encounter discrepancy in expectation and actual experience. The experience of dissonance does not vary in online or offline shopping because the evaluations of post purchase for both online and offline shopping are similar. The end result of the purchase decision through online or offline and the expectations from them are alike. The possibility of online shopping behaviour over offline or vice versa does not seem to be evident. This implies that women don’t consider online facility superior over the other or vice versa and will continue to parallel use of both modes of shopping. Marketer should be cautious as women share their experiences more with family and friends as compared to men.

11.2 28.8 40 2.8 7.2 10 14 36 50 O E 2 (O-E) 2 (O-E) / E 8 11.2 10.24 0.9142 6 2.8 10.24 3.6571 32 28.8 10.24 0.3555 4 7.2 10.24 1.4222

Prof. Shweta Pandey (Pg.82-87) 87

With the help of online communication apps the speed and quantity of sharing their experiences of dissonance has increased than ever, which may further influence the buying behaviour of others.

For online and offline bill payment services, the results indicate that consumer’s experience of dissonance is significantly different for online and offline users. This implies that here women, do have difference in the expectation and evaluation of the two modes. There is possibility of perceiving the superiority of online mode over offline. If we see figure 2 it is evident that more number of women are using online bill payment services as compared to offline and more have no dissonance for online services. As the dissonance is less for online it is adopted by more. These women find the online services as a better alternative to and to reduce the dissonance from offline have changed the attitude and behaviour from offline to online.

As there is no difference in cognitive dissonance amongst users of online and offline shopping the attitude towards online shopping is not very strong to alter the behaviour of offline shopping. But in case of bill payment services the attitude and behaviour change to online services has occurred due to the dissonance in the offline mode. Therefore we can say that online bill payment services have wider reach to the working women as compared to online shopping due to difference of cognitive dissonance of online and offline facilities.

Bibliography:

Social Psychology by Robert A. Baron & Donn Byrne, 8th edition, Prentice Hall India Consumer Behavior by Leon G. Schiffman & Leslie Lazar Kanuk 9th edition Prentice Hall, Pearson Statistical methods by S.P.Gupta 44th edition Sultan Chand & sons

Brand Equity, The Economics Times, April 22 – 28, 2015 The Week , The Wallet May 3, 2015.

Scholarly Research Journal for Interdisciplinary Studies,

Online ISSN 2278-8808, SJIF 2016 = 6.17, www.srjis.com

UGC Approved Sr. No.49366, JAN-FEB, 2018, VOL- 5/47

A DESCRIPTIVE STUDY OF REDUCTION IN CARBON FOOTPRINTS:

In document SPECIAL ISSUE OF N S S COLLEGE OF COMMERCE AND ECONOMICS, MUMBAI (Page 90-94)