Tell Me a Story! Antecedents to Purchase of Handloom Products in India

Abstract

This article intends to evaluate a theoretical model incorporating the constructs; story marketing, a region of origin (ROO) and attitude as antecedents of consumers’ purchase intentions for Indian handloom products. It also examines the mediating effect of the perceived value of the product on consumers’ attitude and purchase intentions. This study follows descriptive-single cross-sectional research design. A sample of 400 handloom consumers located in Ahmedabad was selected based on their affinity towards handloom products. Structural equation modelling was used for the data analysis. The findings indicate that story marketing and ROO of products significantly influence consumers’ attitude and purchase intentions with the mediating effect of the perceived value of Indian handloom products. This study provides an important contribution in terms of empirical evidence that story marketing and ROO are important antecedents to form consumers’ purchase intentions for the Indian handloom products in general. In addition to that, it also provides insights to marketers to formulate message framing strategies and positioning strategies for Indian handloom products as well as cultural products in general.