Abstract:
Purpose
The purpose of this study is to identify the relationship between perceived value and price
consciousness on purchase intention in the presence of benign envy and to identify ifmen and
women respond differently when it comes to making purchases in the apparel market in
Pakistan.
Methodology & Design
This will be a quantitative correlational study. Several validated scales will be used to collect
data from 80 men and 80 women. The data will be analyzed through SPSS.
Limitations
This study is focused towards the apparel industry in Pakistan only. The sample size is limited.
Recommendations
Future researches should explore hoe these variables interact in other industries of Pakistan
when envy is present. Future studies can also work with the other variablesthat effect purchase
intention that are identified through the literature review. Expanding the scope of data
collection may highlight additional relationships between the variables.
