Abstract:

This study evaluated post-purchase dissonance reduction strategies in SIMS Nigeria Limited. The objective of the study was among others, to determine the existence and types of warrantees used as dissonance reduction by SIMS Nigeria Limited. The study was anchored on cognitive dissonance theory. The research design employed for this study was the descriptive survey design. A census of twenty-six staff from SIMS Nigeria Limited advertising/marketing department was carried out and closed-ended questionnaire was used as the instrument for data collection. Quantitative data analysis was employed and data collected were presented in tabular form and analysed using simple percentages and weighted mean score. Findings revealed that dissonance reduction strategies used by SIMS Nigeria Limited were warrantees, feedback mechanism, persuasive and image advertising and different incentives. This necessitated the need for provision of art-service centre that caters for consumers’ satisfaction and confidence. The study recommended that first and foremost, marketing/advertising managers should try to reduce the level of dissonance experienced by high involvement buyers. This can be done by presenting the consumer with facts about the product, clearly indicating the pros and cons and not engaging in exaggeration regarding the product’s features or performance.