SOCIAL PSYCHOLOGICAL ELEMENTS AND BUYING INTENTION OF RURAL BUYER

Authors

  • Ali Abbas Rizvi Amity University
  • Arun Bhadauria Amity University
  • Bimal Jaiswal Amity University

DOI:

https://doi.org/10.15544/mts.2022.15

Keywords:

Attitude, Hand Hygiene, Indian Rural Buyer, Social Psychology, Subjective norms, Theory of reasoned action(TRA)

Abstract

This study analyses the effect of elements adopted from social psychology, that is attitude and subjective norms, on the buying intention of rural buyers for purchasing hand hygiene products. Several studies in the FMCG sector has examined the role of social-psychological elements on buying intention. However, there is a paucity of research examining the impact of attitude and subjective norms on buying intention of rural buyers for hand hygiene products. Therefore the study aimed to examine the effect of social-psychological elements on buying intention of rural buyers. After concluding from the theory of reasoned action, conducting experimental research with 384 rural respondents and conducting analysis using the stepwise multiple regression analysis, the result exhibit that attitude affects the buying intention. However, subjective norms also influenced the buying intention. The study concludes that buying intention of rural buyers was substantially influenced by the social-psychological elements associated with them.

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Published

2022-06-30

How to Cite

Rizvi, A. A. ., Bhadauria, A., & Jaiswal, B. . (2022). SOCIAL PSYCHOLOGICAL ELEMENTS AND BUYING INTENTION OF RURAL BUYER. Management Theory and Studies for Rural Business and Infrastructure Development, 44(2), 146–158. https://doi.org/10.15544/mts.2022.15

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Section

Articles