Examining Intervening Function of Perceived Risk and Product Class Involvement in Information Search and Loyalty Behaviour

Dr. Rashmi

Abstract

 

 

Accepted 28^th August,2015

 

This study determines that when the consumers perceive purchase transaction risky,they are involved with the product category also. Further the relationship of perceived risk and product class involvement has been explored with information search behaviour and loyalty. The data has been collected with the help of a survey for FMCG product namely toothpaste. Regression and logit models are used to analyse the data.

 

Keywords: loyalty, consumers, perceived risk, product class involvement, information search activities.

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