Impact of Social and Personal Factors on Consumer Purchase Intention Using Attitude as a Mediator
DOI:
https://doi.org/10.56976/rjsi.v5i3.150Keywords:
Purchase intention, Ethnocentrism, Attitude, Vanity, Need for uniqueness, Materialism, Smart PLS, Quetta, BalochistanAbstract
The growth of the luxury market has been phenomenal in recent years, especially in the emerging markets such as India. The objective of the study is to focus luxury value aspects (personal and social) of luxury cosmetic brands and their impact on consumer purchase intention using attitudes as a mediator, with a focus on female consumers. To test the study hypothesis, a sample of 300 female respondents taken from the Quetta, Balochistan and data collected through a primary source using survey questionnaire. This study utilized the descriptive statistics, reliability, validity, confirmatory factors analysis and multiple linear regression to analyze the framework. The collected data set in the Smart PLS to analyse the study hypothesis. Findings shows that materialism, need for uniqueness, vanity and ethnocentrism significant positive association with purchase intention. Study findings of attitude as a mediator shows a positive relation and significant effect on purchase intention of young female consumers with materialism, need for uniqueness, vanity and ethnocentrism significant positive association. Hence the social and personal factors of the consumers will show their willingness to buy and preferences on luxury cosmetic goods. In order to effectively sell their products, marketers and managers can gain significant insights from the study's results about consumer trends, attitudes, and behavior in the luxury cosmetics sector.
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