Does Cultural Motivation Influences the Handicrafts Buying Behaviour?
Keywords:
Cultural Motivation, Theory of Planned Behaviour (TPB), Impulse buying behaviourAbstract
Consumers are very sensitive and emotionally imbibed to their respective culture and culture has a significant role to play in shaping their consumption behaviour. The motive for buying behaviour is greatly shaped by the various attributes of culture, which is exhibited in the buying behaviour of the consumer. This becomes imperative in case of cultural products like tribal handicrafts because the tribal handicrafts are not just a product to be enjoyed or cherished. It beholds image of a great heritage of tribal culture. So a pertinent question need to be asked, as the various aspects of cultural which helps to develop buying motives are analysed cognitively, emotionally or both by the handicraft buying consumers?
The thrust of this research lies in knowing how the various evolving motives developed due to the interaction of cultural aspects is analysed by the consumer and do they have any significant relation with the buying behaviour in the context of tribal handicraft products. In justifying the research work, the researcher has developed a concept of cultural motivation which incorporates some attributes of both planned buying behaviour and impulse buying behaviour influenced by emotion.
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