Customer perception, purchase intention and buying decision for branded products: measuring the role of price discounts

Amit Dangi (), Chand P. Saini, Vijay Singh and Jayant Hooda
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Amit Dangi: SGT University
Chand P. Saini: SGT University
Vijay Singh: Indira Gandhi University
Jayant Hooda: C.H.L. Government College Chhara

Journal of Revenue and Pricing Management, 2021, vol. 20, issue 2, No 9, 194-203

Abstract: Abstract The purpose of this paper is to explore the antecedents of customer perception and its effect on the purchase intention and finally on buying decision-making about branded products especially luxury products, finally the role of price discounts in converting intentions into buying decision. This research has been carried in NCR with a collection of primary data by including statements related to the customer perception, buying intentions regarding branded luxury products and one section of the questionnaire included statements of Price discounts and buying decisions. The study used Exploratory Factor Analysis, Structure Equation Modeling, and Mediation through AMOS 19 to analyze the data. Results explored four major determinants named Quality, Trust, Psychological, and Social which were considered to contribute to building the perception of any customer for branded products and creates the purchase intention which will finally be converted into buying decisions making. The price discount plays a role of partial mediation, where due to price discount available for luxury branded products the buying decision-making has been reduced significantly.

Keywords: Purchase intention; Buying decision; Branded luxury products; Customer perception; SEM (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41272-021-00300-7

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