International Journal of Social Science Research (IJSSR)

Measuring the Impact of Consumer Quality Perceptions on Purchase Intensions towards Agro Products with Geographical Indications in Karnataka

This study evaluates consumer awareness and perceptions of agricultural products with Geographical Indications (GIs) in Karnataka, India. The present study employed a quantitative survey research design to gain a comprehensive understanding of consumer awareness, quality perceptions, and purchase intentions towards Agro Products with GIs. The Structured questionnaire was administered to 346 participants. Convenience sampling technique was used to selection of Sample respondents. The findings reveal while a few GI products enjoy regional recognition and market visibility, there is a significant scope for improving awareness and promotion of lesser-known GI-tagged agro products. The study finds a Strong Relationship between Quality of GI tagged Products and Customer purchase intentions. Consumers' perceptions of quality strongly influence their purchase decisions. This study validates the importance of perceived quality in customer decision-making. Perceptions of quality, authenticity, and cultural value positively influence consumer attitudes, while limited availability and higher prices pose challenges. The study concludes with recommendations for enhancing consumer awareness and promoting GI agro-products in Karnataka.