Determinants of Consumer’s Intention to Purchase Traditional Indian Apparels

Abstract

Traditional Indian apparels consumer market is still a niche market. The main aim of this article is to observe the influence of perceived quality, price sensitivity, perceived value, status consumption, consumer traits relating to product design (centrality of visual product aesthetics (CVPA), product knowledge (independent variables) on purchase intention of traditional Indian apparels. A structured questionnaire was circulated among respondents in Delhi NCR to collect data. Convenience sampling was employed for data collection. The psychometric properties of purchase intention for Traditional Indian apparels were examined by testing the reliability and validity of the measures. Multiple Regression tool was used to find out the relationship between independent variables on dependent variable (purchase intention). The regression results revealed that perceived quality, CVPA were found to have significant and positive effect on consumer’s intention to purchase Indian traditional apparels.