Measuring the Mediating Effect of Utilitarian Motive in the Relationship of Product Quality, Product Price with Consumer Purchase Intention
Pratibha Rai1, Om Jee Gupta2

1Dr. Pratibha Rai, Assistant Professor, PSIT College of Higher Education, Kanpur (Uttar Pradesh), India.
2Om Jee Gupta, Assistant Professor, PSIT College of Higher Education, Kanpur (Uttar Pradesh), India.
Manuscript received on 21 September 2019 | Revised Manuscript received on 06 October 2019 | Manuscript Published on 11 October 2019 | PP: 809-816 | Volume-8 Issue-2S10 September 2019 | Retrieval Number: B11480982S1019/2019©BEIESP | DOI: 10.35940/ijrte.B1148.0982S1019
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Abstract: Retail business has always been an attractive business for marketers. In recent years, many research works were being carried out in the retail industry. Most of this research work was being carried out in the developed cities of India but none of the researchers has focused on smaller states or new cities of India. This research work was undertaken in the state of Chhattisgarh (Raipur, Bilaspur and Durg). The researcher has used one dependent variable (consumer purchase intention), three independent variables (product quality, product price and utilitarian motive, and one mediating variable (utilitarian motive). The researcher has used descriptive research design to undertake this work. Convenience sampling method was chosen to collect the primary data for the study. The researcher has collected data from 470 respondents, whereas 153 responses were found to be unsuitable for the study. They were found to be unengaged responses, where respondents have ticked on the answers without reading the questions. After eliminating these questionnaires, the researcher is left with 317 responses. Then the researcher has used confirmatory factor analysis (CFA) to check the validity and reliability of the constructs. Thereafter, the researcher has used structural equation modeling to test the hypothesis. The finding of the study revealed that utilitarian motive significantly mediates the relationship of product quality with consumer purchase intention and product price with consumer purchase intention. At last, the researcher has drawn a managerial implication from this study and has also suggested future areas of researches for the upcoming scholars.
Keywords: Consumer Purchase Intention, Product Quality, Product Price, Organized Retail, Utilitarian Motive, Indian Retail Market.
Scope of the Article: Social Sciences