Abstract
India’s economic landscape continues to evolve, Tier 2 cities like Patna, Bhopal, and Nagpur are emerging as key markets with unique consumer behaviors. This study aims to investigate the factors influencing consumer purchase intentions in these cities, focusing on product quality, brand loyalty, price sensitivity, and social influence. The study employed a cross-sectional survey-based research design, gathering data from 149 respondents across Patna, Bhopal, and Nagpur using a structured questionnaire. The questionnaire measured consumer attitudes toward product quality, brand loyalty, price sensitivity, and social influence, alongside demographic information. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis to assess the impact of these factors on purchase intention. The analysis revealed that product quality (β = 0.45, p < 0.001) and brand loyalty (β = 0.38, p < 0.01) were the strongest predictors of purchase intention. Price sensitivity (β = 0.29, p < 0.05) also had a significant effect, though to a lesser extent. Social influence was moderately associated with purchase decisions (r = 0.38, p < 0.05), while aspirational consumption showed a growing impact (r = 0.48, p < 0.01). This study highlights the importance of product quality and brand loyalty in shaping purchase intentions among Tier 2 city consumers, with price sensitivity and aspirational consumption also playing crucial roles. As Tier 2 markets continue to expand, brands that prioritize quality and foster customer loyalty are likely to succeed.
Keywords: Brand Loyalty, Consumer Behavior, Purchase Intention, Product Quality, Price Sensitivity, Tier 2 Cities.