Identifying Factors Influencing Purchase of School Books in India: Identifying Role of Attitude, Trust, and Aspiration

Abstract

The objective of this study is to explore the intellectual development of consumer behavior in purchase of school books through previous published research studies. We try to explore as to what will be those factors that will directly have an impact on the purchase making decisions of the consumer i.e., the purchase intentions of print books. The constructs identified from the study shall provide significant insights to marketers to define and operationalize different strategies specially in education publishing industry which today stands at several thousand crores. This would also help them to understand as to what drives the consumers purchase intention in lieu of school books.