Title: Influence of perceived quality and value and brand image on buying behaviour of consumers in rural areas with moderating effect of perceived risk

Authors: A. Sathiya Prabhu; R. Ganapathi

Addresses: Alagappa Institute of Management, Alagappa University, Karaikudi, 630 003, Tamil Nadu State, India ' Directorate of Distance Education, Alagappa University, Karaikudi, 630 003, Tamil Nadu State, India

Abstract: This research paper elucidates that that perceived quality and brand image are positively and significantly influencing buying behaviour of consumers in rural areas. Besides, interaction between perceived quality and perceived risk and interaction between perceived value and perceived risk are also positively and significantly influencing buying behaviour of consumers in rural areas. Thus, all the five hypotheses are supported by the findings and implications of the study is also discussed in this research paper.

Keywords: brand image; perceived quality; perceived risk; perceived value.

DOI: 10.1504/IJIMA.2026.150512

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.1, pp.46 - 64

Received: 30 Nov 2022
Accepted: 17 Sep 2023
Published online: 16 Dec 2025 *

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