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The Consumer Experience on Geographical Indicators and Its Impact on Purchase Decision: An Empirical Study

Nowadays, the global competitive environment deals with the quality products so they can attract their consumers and also they can differentiate their products from others. A Geographical Indication (GI) is a name or sign used on products which corresponds to a specific geographical location or origin. In this paper, we investigate about the consumers’ behavioral impact on the purchase decision after consuming the Geographical Indication Products. When it’s coming to the purchasing behavior of a consumer may depends on various factors that may influence the decision making process such as physical pleasure, income effect, price effect, reference group, culture, social class, choice of a product, brand and dealer or store, purchase timing and amount, perception, and post purchase behavior, etc., All factors are dependent on each other and influence the decision making process of a consumer. But the purchasing of the geographical indication is made by the consumer by their locality, tourism places, obtain information from different sources, have different perceptions, have differing satisfaction levels related to past experience, etc., Thus the purchase decision is dependent on many factors. These factors may be specifically related to products. There is an evident that the models have goodness of fit and the model is statistically tested with CFA of each constructs and then overall fitness. The customer experience has a positive impact on customer experience, this relationship is mediated by the GI. When the customer is having positive experience, he is about to make positive purchase decision. This is favorably influenced by the mediator GI.