ItemArticle

Product specific determinants of electronic gadget purchase intention - a case of the purchase behaviour of Indian youth

Title
Product specific determinants of electronic gadget purchase intention - a case of the purchase behaviour of Indian youth
Creator
Kulkarni S.; James L.
Description
This study investigated the impact of product specific features of electronic gadgets on the purchase intention on the Indian youth. The study was quantitative in nature and data was collected from 650 young electronic gadget consumers in Bengaluru, India using structured questionnaires. Descriptive statistics and structural equation modelling (SEM) were used for data analysis. Brand image, product design, and country of origin are referred as product evaluation attributes; and corporate identity were identified as the determinants of purchase intention. Respondents were neutral regarding the role of product evaluation attributes and corporate identity in their purchases, but acknowledged these factors' importance. Findings implied a positive and significant influence of product evaluation attributes on the corporate identity of companies, and purchase intention of the youth. However, corporate identity did not influence purchase intention, clearly indicating that only product specific features, such as brand, design and country of origin are considered when youngsters purchase gadgets. Copyright 2022 Inderscience Enterprises Ltd.
Source
International Journal of Management Practice, Vol-15, No. 2, pp. 205-234.
Date
2022-01-01
Publisher
Inderscience Publishers
Subject
Brand image; Brands; COO; Corporate identity; Country of origin; Electronic gadgets; Product design; Product evaluation; Purchase behaviour; Purchase intention; Youth
Coverage
Kulkarni S., School of Business and Management, CHRIST (Deemed to be University), Bannerghatta Road Campus, Karnataka, Bangalore, 560076, India; James L., School of Business and Management, CHRIST (Deemed to be University), Central Campus, Karnataka, Bangalore, 560029, India
Rights
Restricted Access
Relation
ISSN: 14779064
Format
Online
Language
English
Type
Article

Collection

Articles

Citation

Kulkarni S.; James L., “Product specific determinants of electronic gadget purchase intention - a case of the purchase behaviour of Indian youth,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 24, 2025, https://archives.christuniversity.in/items/show/15455.

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