This paper explores the effect of confined constructs source credibility, endorser credibility and message appeal on grocery items purchase intention. The study was performed on the sample of respondents residing in Guntur, Andhra Pradesh, India. The sample was determined by a non-probabilistic method (Snowball method). A survey questionnaire was prepared based on previous literature and its Stastical validated was verified using exploratory factor analysis method and multiple linear regressions was used to find the proportional variance explained by this model. The demographic factor used as a control variable (educational qualification). Finally, it is found that both endorser credibility and message appeal have shown an significant relation formation of purchase intention for grocery items and purchase decision was influenced by educational qualification of the respondents.
Volume 11 | Issue 6
Pages: 329-334