Research Article 31
Journal of Management Sciences - Volume 11, Issue 2 2024
By Samrina Sabir, Amir Ikram, Raheel Mumtaz, Muhammad Farooq Rehan, Waqas Ahmad Bhatti
10.20547/jms.2014.2411205
Keywords: handicrafts, buying behavior; purchase decisions; theory of planned behavior; emotions; consumer preferences

Considering increased globalization, craftspeople face enormous obstacles including changing customer tastes. Pakistan's handicraft industry is significant since it is both culturally and economically significant. In order to investigate the factors influencing Pakistani consumers' purchasing decisions about handicrafts and the impact of emotions on those decisions, this study uses Theory of Planned Behavior (TPB). Data was gathered via self-administered questionnaires from buyers of handicrafts in Lahore city of Pakistan. Purposive sampling yielded a total of 160 samples, which were then used for regression analysis. The study discovered that while subjective norms had no discernible effect on customers' purchasing decisions, attitudes towards product attributes, perceived behavioral control, and emotions did. Customers' opinions of subjective norms and product attributes were likewise influenced by their emotions, but not their perception of behavioral control. The results hold significance for prospective entrepreneurs in Pakistan who aim to conform to the inclinations and habits of their clientele.

Submission Date: 19 Dec, 2024 Reviews Completed: 18 Feb, 2025
Acceptance Date: 21 Feb, 2025 Publication Date: 28 Feb, 2025