Analysis of the factors affecting customersʹ purchase intention: The mediating role of perceived value

Present economic situation has escorted the companies to the worst competitive era, so in this scenario, the focus of the consumer goods manufacturing companies is on customer purchase intention for capturing the major chunk of consumer market. The aim of this study is to explore the factors affecting the customer purchase intention. The main focus of this study is to measure the mediating effect of customer perceived value between three independent variables (customer knowledge about product, celebrity endorsement and product packaging/design) and customer purchase intention. This paper describes that customer knowledge about product; celebrity endorsement and product packaging have significant relationship with purchase intention. This is a quantitative study. A questionnaire was used to collect data. A pilot study was conducted for finalizing the questionnaire. Sample size of this study is 220. Findings of this study show that customer knowledge, celebrity endorsement and product packaging/design have significant relationship with purchase intention while the mediating role of perceived value was not found significant.