Post Purchase Behaviour of Rural and Urban Online Consumers of Haryana Ms. Sucheta Assistant Professor, Dept. of Commerce, Government College, Narnaund (Hansi), Haryana Abstract India is the country with ‘unity in diversity.’ The demographics of Haryana vary in terms of rural and urban. The reaction or sentiment of a customer after the sale is referred to as post-purchase behaviour. It all comes down to two emotions: contentment or discontent. The experience your consumers have with your product after the sale is an important stage in the customer journey. If they have a favourable experience, it will result in consumer loyalty, repeat purchases, as well as brand evangelism. If the goods or service falls short of their expectations, they will feel post-purchase dissonance. And post-purchase dissonance leads to returns and negative reviews. It might even cause a buyer to quit your brand completely. This research is based on sample size of 600 people of Haryana. Independent sample t-test was applied to know the difference between rural and urban consumers in Haryana regarding their post purchase level of satisfaction. The results concludes that no significant difference is found between the male and female consumers of rural and urban areas of Haryana in terms of their post purchase level of satisfaction. Keywords: Digital Divide, Perceived usability, Post-Purchase Behaviour, Customer Satisfaction, Online Consumer Behaviour, Rural–Urban Consumers, Haryana E-Commerce
Sucheta (Sun,) studied this question.