UNDERSTANDING COGNITIVE DISSONANCE IN THE AUTOMOTIVE INDUSTRY: A CASE STUDY OF HYUNDAI OWNERS

Abstract

This research study focuses on the psychological process of Cognitive Dissonance of Indian Hyundai car buyers. Cognitive dissonance refers to the states of mental discomfort that arise when a person's expectation seems to contradict his or her real experience—most frequently experienced in involvement decisions such as buying a car. The main aim of this study is to analyse the occurrence of post-purchase dissonance, determine the main facilitating factors, and see how the customers manage or resolve such internal conflicts. The study is based entirely on primary data, collected through systematic samples of Hyundai car owners across geographies and segments. The survey measured drivers such as first product expectations, perception of value for money, word-of-mouth impact, post-purchase service experience, and comparative judgments with competitive brands. Outcomes show that the majority of Hyundai customers are satisfied, but some customers feel mild to moderate dissonance. Some of the most common complaints expressed are less than expected mileage, inconsistent quality of service, and omitted features compared to competitors. For most cases, high expectations were encouraged through advertising or word of mouth from friends, and therefore post-purchase dissatisfaction followed when the product failed to meet those expectations. Despite this, consumers justify their decisions to minimize discomfort. Most report Hyundai's brand image, style, and safety record as justification. Others put forth positive peer opinions, long-term quality, and resale value as justification of sustaining satisfaction with purchase. The study indicates the significance of open marketing, reliable after-sales service, and function-packed products in mitigating cognitive dissonance. Open disclosure of product strengths and weaknesses and speedy service can serve as a buffer against customer expectations and establish long-term trust. Hyundai Motor India Limited (HMIL), a wholly-owned subsidiary of Hyundai Motor Company, South Korea, is India's second-largest car maker. With diversified product portfolio, strong service network, and innovation-driven approach, Hyundai is one of the leading players in India's auto industry. But to maintain its market share and build its customer loyalty, it is crucial that Hyundai takes concrete steps to minimize any dissonance felt by its customers. This study offers consumer psychology and behaviour knowledge and offers actionable suggestions to enhance post-purchase experience and attain greater customer satisfaction.