Global Research Journal of Marketing Management

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

Dr. Rashmi




Accepted 28th 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.