Predicting the enigmatic buying behaviour is always a herculean task before the marketers and academicians as well, further it varies from product to product and influenced by endless endogenous and exogenous factors. In our study a sincere attempt is taken to understand the dimensions of buying behaviour towards aboriginal cultural products like tribal handicrafts. A tribal handicraft product is rich in culture and bestowed with the tradition, which also reflects the great heritage and uniqueness of the locality.

However buying behaviour towards these kinds of products would certainly be different from others, as because, the buying decision is greatly influenced by the social, cultural and emotional factors upon which the consumer is very much sensitive. Further to know the extent to which these factors influence the buying behaviour towards aboriginal cultural products is the prime objective in this study. The present study is a humble attempt to achieve this objective. Before it is done, a review of existing literature was done extensively.

2. THEORETICAL CONSIDERATION:

Generally, in considering purchasing of any aboriginal cultural products like handicraft products, consumers pass through five step of consumer decision making process which is need recognition, information search, and evaluation of alternatives, purchase decision, and post purchase behaviour (Armstrong and Kotler, 2010). The buyers usually will recognize a problem or need when they sense a difference between his or her actual state and some desired state. So far handicrafts is the symbol of artistic creativity, simplicity and naturally rich, which entices the consumers of the modern society of complexity and sophistication, to purchase, which gives not only solace but also develops a unique image of the consumer in the society. (Dash, 2011), “Consumers buy handicrafts because they like to feel connected with indigenous traditions and cultures in a global and increasingly commoditized world” In the information searching stage the consumer tries to get the information about the handicrafts and this process is linked to the perception in term of selecting the information and assigned a meaning to them. Subsequently, this will lead to how they perceived the handicrafts products. Perception is one of the psychological factors that can influence consumer purchase behaviour, and it is the process by which an individual selects, organizes and interprets the information he or she receives from the environment (Sheth et al., 2004). What consumer thinks will affect their action, buying habits, and so forth, thus, perception has strategic implications for marketers because consumers build decisions based on what they perceive rather than on the basic of objective reality (Schiffman and Kanuk, 2010).

3. THEORY OF PLANNED BEHAVIOUR:

Theory of planned behaviour is one of the important models which guides the consumer’s buying action. Lot of research has been carried out by using this model across the world by the researcher in identifying the underlying behaviour of the consumer in various buying process. The theory of planned behaviour (abbreviated TPB) is an extension of theory of reasoned action, which links beliefs and behaviour. In general understanding belief is a state of mind in which consumer thinks something true without any proof. Consumer perception has a strong and significant relationship in developing the belief of the consumer. Belief of the consumer further guides the formation of attitude towards the product, the perceived subjective norms and the perceived behavioural control, further these three altogether have a strong impact over performing buying action (Ajzen et al., 2011). The TPB is an extension of Icek Ajzen’s theory of reasoned action by including perceived behavioural control variable to it. The theory states that attitude toward behaviour, subjective norms, and perceived behavioural control, together shape an individual's behavioural intentions and behaviours.

These three variables together have a stronger predictive power of behaviour than only attitudes (Ajzen, 2006). The Planned Behavior Model (Ajzen, 1985, Ajzen and Fishbein, 2005) proved to be suitable for analysis of the links between variables studied. Armitage and Christian (2003) points out that the strength of the model lies in its applicability in various fields. The TPB states that beliefs are of three types as behavioural belief, normative belief and control belief.

3.1 Limitation:

In spite of wider application by researcher across the globe in most of the social science, the TPB is not free from limitations. Some of the limitations are listed below.

1. The theory of planned behaviour is widely used in social science research for understanding the buying behaviour, but it is criticised on the ground that it is based on cognitive processing of information and level of change in behaviour. Compared to affective processing models.

2. The theory of planned behaviour further criticised on the ground that it overlooks emotional factors (Berglund, and Kvale,2011) Emotion in general understood as relative conscious experience caused by intense mental activity. (Cabanac and Michel,2002) ( Schacter and Daniel L.,2011) Further, Oliver (1997) suggests that emotion “...coexists alongside various cognitive judgments in producing satisfaction...” and is essential in understanding Consumers’ consumption behaviour.

3. The theory of planned behaviour is widely used in understanding and predicting the buying intention in social science research. Moreover the meta-analysis reviews support the predication of this theory. (Ajzen,1991; Armitage and Conner,2001) stated attitudes and subjective norms accounts for 33% to 50% of the variance in intentions. Further adding perceived behavioural control increases the explained variance by 5 to 12%. Hence a significant portion of the variance in intentions to be explained.

4. REVIEW OF EARLIER STUDIES:

In this part of the study the author has reviewed the earlier study to understand various gaps for developing the conceptual model. For this purpose 15 reviews were made with an assumption that; they are more relevant and pertinent to the research topic. The reviewed studies are categorised into three sections as in the first part of the studies undertaken the state of Odisha are shown, in the next part the studies done outside Odisha and with in India and finally studies done abroad.

4.1 Studies done in Odisha:

Author	Objective of the Study	Methodology adopted	Theoretical Contribution
Pani. D, and Pradhan, S.K, (2016)	To study the association between demographic attributes like age and gender with the consumer preference towards tribal handicraft products To study how various identified attributes of handicrafts influences the overall preference of the consumer.	It was a descriptive study conducted with sample size 150. The data was collected with a five point likert scale. Convenience sampling approach was adopted in order to collect the primary data. Data gathered through structured questionnaire were analysed with Mean, Standard Deviation Multiple Regression Analysis and one way ANOVA	The study revealed demographic factors like age and gender do not have significant role in influencing the consumer preference.The study further concluded that the variables undertaken in the study like simplicity, Natural design, Aesthetic appeal, Artistic and Creative, Expression, Cultural Influence and Eco-friendliness are the major attributes which have positive and significant relationship with the overall preference of the consumer.
Dash. M, (2015)	The objective of the study was to understand the role of family influence in buying behaviour towards handicrafts products	It was an empirical study where primary data was collected with structured questionnaire from 900 valid respondents. The primary data were analysed with descriptive statistics and cross tabulation.	The study suggested that family have positive and significant influence in buying handicrafts. In case of purchasing of any handicraft item, the purchaser himself influences the buying decision most. This is followed by the influence by the spouse, parents and others, in that order. Family is the most influential group for the consumer. The study further revealed that the orientation towards culture and tradition for buyer happened from its parents. And buyer has to do the same orientation for its family member.
Dash. M, (2010)	The objectives of this research was to study the perception of customers towards handicrafts	It was a descriptive study conducted with sample size 898. Primary data has been collected through the ‘Survey Method’ with the help of structured questionnaires. The primary data were analysed through cross tabulation, mean, percentile and chi-square test.	The outcome of the study revealed that consumers preferred handicraft items because of its religious depictions. Secondly, the study showed there is a direct and significant relationship between relationship between the income and expenditure towards handicrafts. Out of other characteristics of the handicrafts most of the respondents were motivated to purchase handicrafts due to artistic nature of the products and expressed that they like modern designs Irrespective of their income groups and residence buyers of handicrafts were influenced by their spouse, parents, children and other family members. Buyers are satisfied to a great extent with the quality of handicrafts.
Bal. R.K, and Dash. M, (2010)	The main objective of this research was to study the intention for purchase of handicraft products and to understand various factors that affecting the buying behaviour of the customers. The present research was restricted to four handicraft items, i.e., (i) Stone carving, (ii) applique, (iii) filigree, and (iv) pattachitra.	Primary data were collected through the survey method with the help of structured questionnaires. The researcher designed two sets of questionnaires; one for customers and second for artisans. In the first survey of research data were collected from 898 valid respondents and in second survey 300 artisans were covered. The data were analysed through descriptive statistics methods, correlation analysis and multiple regression analysis.	The study found that there is positive relationship between the expenditures on handicraft items with the income of a person. The households in urban areas tend to possess more handicraft items as compared to households in rural areas. People are generally attracted to handicraft items because of their artistic values. While in Rank more than 75 per cent respondents have mentioned that they have been motivated to purchase handicrafts due to artistic nature of the products, 63.3 per cent respondents for utility and 53.7 per cent respondents for status have got Rank II and Rank III respectively. Majority of the respondents (55.7%) have stated that luxury is the main motive behind buying handicrafts and they have opted for Rank IV.As religious depictions in handicraft items impress the customers. Most of the respondents pointed out that there is greater need for improvement in design of handicraft products, followed by the need for improving quality. Further the research found that there is a good reputation of handicraft items particularly for gift purpose.

4.2 Studies done in India

Author	Objective of the Study	Methodology adopted	Theoretical Contribution
Dasgupta. A, and Chandra. B, (2016)	The objective of the study was to explore qualitatively the emotions, motivations, and values, as guiding factors in shaping the consumption behaviour towards handicraft products.	The data were collected in three subsequent phases through an online survey, some mall-intercept interviews, and an online sentence completion test. Respondents in all the phases were selected by convenient sampling Inductive content analysis was used for data analysis which is a systematic approach to analyzing qualitative data based on the Grounded Theory approach	Handicraft consumers were found to be motivated by sustainability aspects, cultural aspects, utilitarian aspects, novelty seeking aspects, artisan linkage, contradictive aspects and nature linkage.
Anumala and Acharyulu, (2015)	The objective of the study was to understand the influence of demographic variables like age, education, gender, occupation and income on customer satisfaction towards handloom and handicraft products.	It was a descriptive research, where data were collected from a sample size of 130 customers with a structured questionnaire; who were selected from 11 showrooms located in Secundrabad. The hypothesis were tested through statistical tools like cross tabulation, independent sample t-test, multiple regression analysis and analysis of covariance.	The outcome of the research revealed that there is a positive and significant relationship between the gender and overall satisfaction of the consumer towards handicraft product. There is no association between age and overall satisfaction of the consumer towards handicraft product. There is a positive and significant association between the income and overall satisfaction of the consumer towards handicraft product. There is no difference between male and female respondents based on the response in relation to handloom products. Finally the customer’s overall satisfaction was depended on product and retailer specific variables of handloom products.
Dasgupta.A, and Chandra.B, (2015)	The objective of the study was to elicit responses regarding general perceptions of people regarding handicrafts and handlooms.	It was an explorative study, where data were collected with convenience sampling method. The number so respondents were 112, With the help of an online survey, primary data were collected, to further quantify the exploration. Correspondence Analysis (CA) was used as a cardinal tool for analysis of the data.	The outcome of the research indicated that many respondents perceived handicraft product to be something unique and rare artefact with skilful artistry embedded in them. Also at the same time, they wanted those products to be useful at home serving some functional aspects. Innovative aspect of handicraft is more associated with utility and novel experience. people are very religious and they sometimes purchase handicrafts depicting religious figurines made of terracotta or bronze or wear khadi (cotton) handlooms on festivals due to traditional norms
Rani and Banis, (2014)	To study the consumers perception towards handloom products in the state of Punjab and Harayana	It was a descriptive study conducted with sample of 200 respondents. Primary data has been collected through the help of structured questionnaires.	The study finally concluded that Consumers prefer handloom brands irrespective of current fashion trends. They give recognition to our indigenous industry. They have perception that the handloom products are medically good for skin and have Aesthetic sense. The use of handloom products effect swadeshi feelings and even the purchase of handloom products satisfy them.
Sekar. S, Parwin. J and Vignesh.R, (2014)	The objective of the study was to understand customer perception and marketing issues of handicraft products	It was a descriptive study where a survey was conducted through structured questionnaire in Madurai district and data were collected from 141 female and 112 male customers about the cottage industry products with a response rate of 84 percent. The data was analyzed using non parametric variance analysis and t-tests.	The outcome of the study revealed that, there exist significant relationship between gender with Brand name and Image, Quality of the product. The product properties, such as design, comfort and individuality have a decisive role on buying behaviour, which vary depending on a set of factors, mainly on gender. In this survey, brand name or image is much more favoured by male respondents. Female respondents found to be more careful about the durability (47%), availability (38.7%). Age factor is related with the trend and brand name/ image. Higher educated people prefer to buy the products in the products with brand name and image. Income level is in relation with purchasing branded products.
Deshmuk. P.M, (2013)	The objective of the study was to determine target consumers and to study how influence of demographic factors on consumer preferences towards handicrafts for target consumer.	It was a descriptive research where the data collected with close ended questionnaire from 100 respondents from Navi Mumbai. Data were analysed with descriptive statistical methods.	The result indicated that young male who are professionals from middle class were targeted consumer who had higher influence in purchasing decision process of handicraft products. And high class customer was not found to be attracted towards handicraft products.

4.3 Studies done Outside India

Author	Objective of the Study	Methodology adopted	Theoretical Contribution
Nasra, (2016)	This study aimed at offering an understanding of tourists’ travel activity preferences and assesses its link with demographic factors	A total of 431 tourists aged 18 and above was obtained through convenience sampling and used. The study examined whether demographic factors such as marital status, family size and occupation have any significant effect on preference for travel activities and purchasing of handicrafts. Descriptive statistics and MANOVA were employed to analyse data.	It was found that, of all demographic factors, only occupation was proved to have significant influence on activities such as visiting beaches and islands, and purchasing of traditional handicraft clothes
Mogindol and Bagul, 2014	To objective of the study was to explore the perception of the tourists relating to handicrafts based on certain demographic factors in Malasia.	The study was conducted with a self-administered questionnaire, where 344 tourists were asked about their preference for handicrafts products based on 24 variables. Data analysis was done with descriptive analysis and independent sample t-test.	The study found that out of 24 attributes, there were 11 attributes that recorded a significant difference in the mean scores on the dependent variables between local and foreign tourist. The attributes concerned are; ‘design I like’, ‘purchase directly from craftsmen’, ‘can be displayed at home or office’, ‘unique and one of a kind’, ‘made by prominent craftsmen’, ‘original’, ‘get to observe production’, ‘unusual’, ‘makes a good gift’, ‘easy to pack or carry during travel’, and ‘easy to care and clean’. In most of the cases above, local tourists have greater beliefs about an appealing local handicraft compared to foreign tourists. On the other hand, foreign tourists have greater behavioural beliefs about an appealing local handicraft than local tourists with two attributes, namely; ‘design I like’ and ‘purchase directly from craftsmen.
Silver, G.D and Kundu, P.K.(2012)	The objective of the study was to understand the factors which influence the buying behaviour of Swedish consumer for buying handicrafts. To explore the determinant factors with the help of theory of planned behaviour.	It was a descriptive kind of research where the researcher has taken total 320 respondents, whose response were collected with a structured questionnaire. The data were further analysed with mean, standard deviation, correlation analysis, Multiple regression and ANOVA.	Though the research was conducted to explore the determinant factors as per TPB; in accordance with the dependent variables designed were opinion, appearance and status where as the dependent variable is action. The outcome of the research revealed all the independent variables have positive and significant relations with action. Moreover among demographic variables gender have significant influence on appearance and status. Buying action is significantly influenced by the age of the consumer.

5. GAP ANALYSIS:

The following gaps were identified by the researcher, before it was done a systematic study of the various theories and earlier studies had done.

1. Some of the earlier studies stated a significant relation between demographic variables like age, gender, education, income, occupation and region with buying intention and some not. So it further develops an implication before the researcher to understand the kind of relationship and extent of influence of demographic factors on buying intention.

2. The studies done earlier has given importance on the attitude of consumers and social influence on buying handicraft products, has given less space for perceived consumption status which is a major part of control belief (Ajzen, 2011).

3. The earlier studies have given a limited space of cultural influence on the buying behaviour for handicrafts products. So this further included in gap analysis. In the present study the researcher proposes a new concept ‘cultural motivation’ in understanding the buying behaviour for tribal handicraft products. Because handicrafts are cultural products which project the deep rooted aboriginal culture of the locality, upon which the consumers are very much emotionally imbibed.

4. An earlier study has given importance on cognitive aspects of decision making and has neglected the emotional and affective aspects in decision making for buying handicraft. Because buying decision is a blend of cognitive judgement and emotional influence (Schacter and Daniel L.,2011).

5. Silver and Kundu (2013) in his study on identifying the factors affecting the buying decision of handicraft products for Swedish consumer, have used the theory of planned behaviour to understand the buying behaviour. The study further stated to incorporate the impact of cultural factors in buying behaviour for handicraft products.

6. CULTURAL MOTIVATION:

The decision to buy a handicraft has to be perceived cognitively as well as a emotionally. In contrary the theory of planned behaviour is giving more emphasis on the control aspects of information processing by the consumer and neglecting the uncontrollable aspects of influence which is perceived. Buying behaviour towards handicrafts is greatly influenced by the uncontrollable aspects of motives. As because the handicraft products exhibits a deep rooted cultural heritage of the locality, which always emotionally imbibes someone who gets closer to it and motivates him or her to purchase the product. Culture in a general sense can be defined as “A complex set of values, ideas, beliefs, attitudes and other meaningful symbols, created by human beings to shape human behaviour and the artefacts of that behaviour as they are transmitted from one generation to another.” Culture shapes the human behaviour, which always motivates a consumer to behave in a particular way.

Dasgupta. A, and Chandra. B, (2016) in his study, evolving motives for fair trade consumption has clearly stated that emotions, motives and values plays a significant role in guiding, shaping the consumption behaviour towards handicraft product. These factors are significantly influenced by the culture. The above cited literature and discussion motivates the researcher to propose a concept called “Cultural Motivation” and to propose an extend model in accordance with theory of planned behaviour, with an intention to make a better theoretical model, whose validity may be tested empirically.

Cultural motivation is a set of cultural motives which motivates the consumer to fulfil a more general interest in culture, rather than fulfilling very specific cultural goals (Tourism Trends for Europe, 2006). Likewise a consumer of handicrafts when he buys a handicrafts, he does not have any cultural specific goals but culture influence certain motives which ultimately shape the buying behaviour, which is not conscious instrumental behaviour rather a kind of intuitive behaviour influenced by cultural and situation intuition. In a different perspective the handicraft consumer may be a cultural tourist McKercher (2002, p. 30) defines the cultural tourist as ‘‘someone who visits, or intends to visit, a cultural tourism attraction, art, gallery, museum or historic site, attend a performance or festival.” (Tourism Trends for Europe, 2006, p. 5), cultural tourism is defined as ‘‘the movement of persons to cultural attractions away from their normal place of residence, with the intention to gather new information and experience to satisfy their cultural needs’’

(Yoon and Uysal, 2005) Cultural motivation elements are very much internal which inspires someone to be focused on certain attributes or objects. (Tomaz, K. and Vensa, Z. 2010) “Cultural motivation as a cluster of interrelated, intellectually-based interests in culture, history and heritage” . From the above discussion it is concluded that cultural motivation includes a set of activities which are not related to each other like someone’s hobby, someone’s affinity towards cultural heritage may include intellectual interest like gaining knowledge about a culture and history.

7. HYPOTHESIS CONSTRUCTION AND MODEL DEVELOPMENT:

The proposed model is based on the theory of planned behaviour stated by Ajzen, in this model the endogenous variables are Attitude towards handicraft, Perceived subjective norms, Perceived consumption status, Cultural motivation and buying intention. These endogenous variables are influenced by so many exogenous variables for understanding the buying behaviour towards tribal handicrafts.

7.1 Attitude towards Handicraft and Buying Intention:

Attitude towards the tribal handicraft products are nothing but the perceived attributes of these products by the consumer. The attitude towards the products depends on how the consumer evaluates these attributes. Attitude towards the product framed due to behavioural belief influences the buying behaviour (Ajzen et al., 2011). Several studies have done earlier show a significant and positive relation between attitude towards the product and buying intention. The following dimensions measuring the attributes of tribal handicrafts products has been taken in this study by reviewing the various studies done earlier.

Author	Dimensions for Measuring Attributes towards Handicraft Product
Pani. D, and Pradhan, S.K, (2016)	Simplicity, Natural design, Aesthetic appeal, Artistic and Creative Expression, and Eco-friendliness
Dash. M, (2010)	Religious depictions, Artistic nature
Rani and Banis, (2014)	Aesthetic sense, Swadeshi Feelings
Mogindol and Bagul, 2014	Handmade, Original, Design I like, Colours I like, Made by prominent craftsmen, Price for Value.
Wiboonpongse et al., (2007)	Price, gracefulness, style, appropriate color, innovative design

By reviewing the earlier studies and discussing with the experts, the researcher proposed the hypothesis; which supports the relations among the constructs included in the model.

Proposed Hypothesis 1:

Consumer’s behavioural attitude towards the product has a significant relationship on behavioural intention.

7.2 Perceived Subjective Norms and Buying Intention:

Perceived subjective norms is the perceived social obligation to perform or not perform a particular behaviour (Ajzen et al., 2011). In other words the consumer will pay importance to the opinion and reference of family member, friends and society. This develops a kind of normative set of beliefs of the consumer, which influence the perceived subjective norms. As a consumer always evaluates a particular consumption behaviour is desirable or not desirable in society point of view. So perceived subjective norms have a positive and significant influence on the buying intention. The following dimension measuring the perceived subjective norms has been taken in this study by reviewing the various earlier research studies.

Author	Dimensions for Measuring Perceived Subjective Norms
Dash. M, (2015)	Family influence in buying behaviour towards handicrafts products
Rani and Banis, (2014)	Ethnocentric behaviour

By reviewing the earlier studies and discussing with the experts, the researcher proposed the hypothesis; which supports the relations among the constructs included in the model.

Proposed Hypothesis 2:

Consumers perceived subjective norms have a positive effect on behavioural intention.

7.3 Perceived Consumption Status and Buying Intention:

Perceived consumption status refers to a person’s perceived ease or difficulty of performing the behaviour. In other words the more resources and opportunities the person believes to have and fewer obstacles it anticipate the greater should be their intention to buy. Likewise a consumer’s belief about more resources and opportunities will definitely develop favourable response towards handicraft product. Because consumer is neither a rational actor, nor as a helpless dupe, but rather as a self-conscious manipulator of the symbolic meanings that are attached to products, someone who selects goods with the specific intention of using them to create or maintain a given impression, identity or lifestyle (Featherstone, 1991) The following dimensions measuring the perceived consumption status has been taken in this study by reviewing the various earlier research studies.

Author	Dimensions for Measuring Perceived Consumption Status
Bal. R.K, and Dash. M, (2010)	Utility value, Consumer’s status, likeliness for owning luxury
Vadhanasindhu and Yoopetch, (2006)	Personality and approach

By reviewing the earlier studies and discussing with the experts, the researcher proposed the following hypothesis; which further supports the relations among the constructs included in the model.

Proposed Hypothesis 3:

Consumers perceived consumption status have a positive effect on behavioural intention.

7.4 Cultural Motivation and Buying Intention:

The cultural motivation is very much a force combined of certain cultural related internal motives, intellect activity and exterior push that motive the consumer to show a specific buying behaviour. The cultural motivation concept incorporate different aspects of cultural consumption behaviour as the reason for buying a cultural product and various motives which force him to buy the product and level of satisfaction associated with it. Cultural motivation includes a set of activities which are not related to each other like someone’s hobby, someone’s affinity towards cultural heritage may include intellectual interest like gaining knowledge about a culture and history. The following dimensions measuring the cultural motivation have been taken in this study by reviewing the various earlier research studies.

Author	Dimensions of Cultural Motivation
Gnoth, (1997)	Relax mentally, Discover new things
Chhabra et al. (2003)	Increase my knowledge
Tomaz, K. and Vensa, Z (2010)	Visit cultural attractions, Religious motivation
Vadhanasindhu and Yoopetch, (2006)	Situational Influence on purchasing decision of handicrafts
Valance. L.S,(1996)	Heritage, History
Naidu et. Al., (2014)	Cultural uniqueness

By reviewing the earlier studies and discussing with the experts, the researcher proposed the hypothesis; which supports the relations among the constructs included in the model.

Proposed Hypothesis 4:

Cultural Motivation factors have a positive effect on behavioural intention.

7.5 Consumer Demography and Buying Intention:

Some of the earlier study reflects that the consumer demography has a positive effect on overall preference and buying intention. (Pani. and Pradhan, 2016) and some studies shows there is no significant relationship between the consumer demography and buying intention. (Penthip and Chanin, 2006). Hence in the present research the researcher interested to know the impact of demographic variables on buying intentions. The consumer demography can be attributed with the age, income, education, gender, occupation and place. So as per the various demographic attributes and their association with buying intention, the following hypothesis is proposed.

Proposed Hypothesis 5:

Consumer’s demographic factors have a positive effect on behavioral intention.

7.6 Buying Intention and Buying Behaviour:

Behavioural Intention in the context of buying handicrafts is the likelihood of buying a handicraft product in a handicraft buying situation. Behavioural intention is defined as “the degree to which a person has formulated conscious plans to perform or not perform some specified future behaviour” (Warshaw and Davis, 1985, p. 214). Behavioural intention is the proximal reason for actual behaviour (Shim et al., 2001). In most of the marketing studies behavioural intentions have been specified as a surrogate indicator of actual buying behaviour. (Fishbein and Ajzen, 1975) Whereas buying behaviour refers to overt act of buying. It further includes to all the behaviour that a consumer shows while selecting, organizing, evaluating, using and disposing a product with a intention to satisfy its need. (Schiffman and Kanuk, 2010). Most of the studies of consumer research have shown a significant and positive relation between behaviour intentions with buying behaviour; so to study the applicability in the present research motivates the researcher to propose the following hypothesis.

Author	Dimensions of behavioral intention
Oliver (1999)	cognitive loyalty, affective loyalty, conative loyalty, and action loyalty
Baker et al.(2002); Hightower et al., (2002)	Willingness to repurchase, Willingness to purchase more in the future, and Willingness to recommend others
Author	Dimensions of Buying behaviour
Bowen and Chen (2001)	Attitudinal and behavioral measures

Proposed Hypothesis 6:

Consumers behavioural intention has a positive effect on buying behaviour.

By reviewing the earlier studies and discussing with the experts the above dimensions were developed to measure the variables like behavioural intentions and buying behaviour.

8. CONCLUSION:

With the above hypotheses, this study proposes a conceptual model for understanding the buying behaviour towards tribal handicrafts, which is based on the theory of reasoned action and theory of planned behaviour. The model displays the relationships among attitude towards handicraft, perceived subjective norms, perceived consumption status, cultural motivation, behavioural intentions and buying behaviour. In the proposed model the endogenous variables are Attitude towards handicraft, Perceived subjective norms, Perceived consumption status, Cultural motivation and behavioural intention. These endogenous variables are influenced by so many exogenous variables for understanding the buying behaviour towards tribal handicrafts. The proposed model is an academic endeavour of the researcher; whose validity is to be tested empirically.

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Received on 03.08.2017 Modified on 09.09.2017

Asian J. Management; 2017; 8(4):1149-1158.

DOI: 10.5958/2321-5763.2017.00175.5