EFFECT OF VALUES ON THE PURCHASE INTENTION OF CONSUMERS AT LIFESTYLE SHOWROOMS

Abstract

The term value has got varied meanings. For some people, value refers to price and for some, it refers to benefit. Value also refers to worth of some product or service. On the basis of the value-based opinions, individuals decide whether or not to buy a product or a service. If they feel that the products to be purchased are not up to the value as they perceive for the product, the individuals do not develop the purchase intention for the product. With this perspective, the study presented here is an effort to identify if the value affects the purchase intention of the consumers. The study has been performed among the consumers of lifestyle showrooms in Chennai. Convenience method of sampling has been adopted for selecting the respondents. The number of respondents of the study is 100. Data from them has been collected through questionnaire and analysis has been done with the help of Regression. The results of analysis reveal that the purchase intention was highly influenced by the functional value perception, social value perception and personal value perception.