Identifying factors influencing purchase of school books in India: Identifying role of Attitude, Trust and Aspiration
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Abstract
Objectives:
The objective of this study is to explore the intellectual development of consumer behaviour in purchase of school books through previous published research studies.
Following are the research objectives.
O1: To examine the impact of physical attributes, perceived enjoyment, cost and attributes on attitude towards purchase of text books.[1-7]
O2: To analyse the impact of physical attributes, perceived enjoyment, cost and attributes on trust towards purchase of text books [3-4]
O3: To investigate the impact of physical attributes, perceived enjoyment, cost and attributes on aspiration towards purchase of printed books.[4-5]
O4: To study the impact of attitude, trust, aspiration on repurchase intention of text books [6]
O5: To understand the moderating role of habit between attitude, trust, aspiration and repurchase intention of a print book. [4], [6-7]
Importance:
We try to explore as to what will be those factors that will directly have an impact on the purchase making decisions of the consumer i.e., the purchase intentions of print books. The constructs identified from the study shall provide significant insights to marketers to define and operationalise different strategies specially in education publishing industry which today stands at several thousand crores. This would also help them to understand as to what drives the consumers purchase intention in lieu of school books.
Research Methodology:
Future study will be based on exploratory and descriptive research design followed by mixed method approach. While most of the factors will be drawn from existing literature. Some will be identified new basis Exploratory research analysis.
Hypotheses:
Basis Literature review and identified constructs, following hypotheses were formulated.
H1: Physical attributes have a positive impact on attitude towards purchase of a print book.
H2: Physical attributes have a positive impact on trust towards purchase of a print book
H3: Physical attributes have a positive impact on aspirations towards purchase of a text book.
H4: Perceived enjoyment has a positive impact on attitude that may lead purchase of print books.
H5: Perceived enjoyment has a positive impact on trust that may lead to purchase of print book.
H6: Perceived enjoyment has a positive impact on aspirations that may lead to purchase of print books.
H7: Cost has a positive impact on attitude that may lead purchase of print books.
H8: Cost has a positive impact on trust that may lead to purchase of print books.
H9: Cost has a positive impact on aspirations that may lead to purchase of print books.
H10: Social Norms have a positive impact on attitude that may lead purchase of print books.
H11: Social Norms have a positive impact on trust that may lead to purchase of print books.
H12: Social Norms have a positive impact on aspirations that may lead to purchase of print books.
H13: Habit moderates the relationship between Trust and repurchase intention.
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Article Details
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