Examining Multidimensional Aspects of Perceived Value Determinants: A Comprehensive Exploration of Personal Computer Acquisitions among Rural Customers

Abstract

This study aims to examine the effects of perceived Value, i.e. epistemic value, hedonic value and social value, on PC purchase intention in rural market. Now these Days Computer and Information technology increasing very fast manner and both Customer , whether located in city or village, buy the Personal Computer and use them (Census 2011).  Perceived Value is one of the major for purchasing a product specially when and consumers will buy a product with high Perceived Value (Dodds and Monroe 1985). Perceived Value can fast build brand Entity and recognition and help to understand the need and want of specific Market. It will help marketers to make the strategy for the rural customer. As Rural customer are conscious for value for money. This study aims to explore the effects Perceived value on Personal Computer Intention in rural market.