Influence of perceived quality and value and brand image on buying behaviour of consumers in rural areas with moderating effect of perceived risk

This research paper elucidates that that perceived quality and brand image are positively and significantly influencing buying behaviour of consumers in rural areas. Besides, interaction between perceived quality and perceived risk and interaction between perceived value and perceived risk are also positively and significantly influencing buying behaviour of consumers in rural areas. Thus, all the five hypotheses are supported by the findings and implications of the study is also discussed in this research paper.