• Anjan Bharali
• Ankita Kotoky

Behavioural Psychology is being used in Marketing and understanding of consumers in recent times. In this paper, we study Credence Claims and its subsequent effect on the Consumer's Expectation before purchase. The study also tries to find out if external attributes in Credence Good like Price and Customer Reviews which may affect Consumer Expectation. The study is designed by selecting brands from the same Category of Products having a similar set of claims and ingredients. The brands though have similarity in claims and ingredients but have a difference in some characteristics like Price and Customer Reviews. These characteristics are used as a tool for shaping the study. The study tries to show that consumers when fed with different attributes of a brand may have a change in the attitude towards the product. The attributes if present or absent may affect differently leading to an alteration of the expectation level. This ultimately has an impact on the purchase decision. For the present study, 51 respondents were selected using non-probability convenient sampling method and online questionnaire were served to fill up voluntarily. The study gave us a series of information on how the consumers develop expectations regarding a credence good after going through the claims and other external attributes. These attributes when present and in some cases absent did alter the level of expectation of a consumer towards credence goods.

Consumer Behaviour Research; Behavioural Psychology; Credence Claims; Consumer Expectation; Consumer Involvement

"Impact of Credence claims, Price and Customer Reviews on the purchase of Personal Care Products in E-Shopping.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.236-245, April-2019, Available :http://www.jetir.org/papers/JETIR1904U86.pdf

"Impact of Credence claims, Price and Customer Reviews on the purchase of Personal Care Products in E-Shopping.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp236-245, April-2019, Available at : http://www.jetir.org/papers/JETIR1904U86.pdf