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The Effect of Perceived Risk Dimensions on Purchase Intention: An Empirical Evidence from Indian Private Labels Market

Publication Type : Journal Article

Publisher : American Journal of Business

Source : American Journal of Business

Campus : Coimbatore

School : School of Business

Year : 2015

Abstract : The purpose of this paper is to examine the dimensions of perceived risk, which influence consumers’ purchase intention toward the retailers’ private labels. Based upon the previous literature, majorly four dimensions of the perceived risk have been considered for the study. These include – perceived functional risk, perceived financial risk, perceived physical risk and perceived psychological risk.

Cite this Research Publication : Ramulu, B., & Sapna, S. (2015). “The effect of Perceived Risk Dimensions on Purchase Intention – Empirical evidence from Indian private labels market”. American Journal of Business, Vol 30(4).pp: 218-230. (Indexed in WoS) An Emerald Publications.

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