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

Authors: Shrinivas Kulkarni; Leena James

Addresses: School of Business and Management, CHRIST (Deemed to be University), Bannerghatta Road Campus, Bangalore, 560076, Karnataka, India ' School of Business and Management, CHRIST (Deemed to be University), Central Campus, Bangalore, 560029, Karnataka, India

Abstract: 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.

Keywords: purchase intention; brand image; product design; country of origin; COO; corporate identity; electronic gadgets; product evaluation; purchase behaviour; youth; brands.

DOI: 10.1504/IJMP.2022.121153

International Journal of Management Practice, 2022 Vol.15 No.2, pp.205 - 234

Received: 23 Mar 2020
Accepted: 12 Jan 2021
Published online: 28 Feb 2022 *

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