Become A Member

In highly competitive consumer markets, understanding the factors that drive repeat purchasing behavior has become a critical concern for both scholars and practitioners. Repurchase intention is widely recognized as a key indicator of customer retention and long-term firm performance. Drawing on expectancy–value theory and relational exchange perspectives, the present study examines the relationship between perceived value and repurchase intention, with brand preference conceptualized as a mediating variable. Perceived value represents consumers’ overall evaluation of the benefits received relative to the sacrifices made, while brand preference reflects a favourable attitudinal predisposition toward a particular brand. Using a quantitative research design, primary data are proposed to be collected from customers in Gujarat through a structured questionnaire employing established measurement scales. Structural equation modelling is intended to test the hypothesized relationships and the mediating role of brand preference. By integrating perceived value, brand preference, and repurchase intention into a single conceptual framework, the study seeks to extend existing literature by clarifying the mechanism through which value perceptions are translated into repeat purchase intentions. The findings are expected to offer theoretical contributions to consumer behavior research and practical insights for marketers aiming to enhance customer retention through value creation and brand management strategies in regional markets such as Gujarat.

Keywords: Perceived Value; Brand Preference; Repurchase Intention; Consumer Behavior; Customer Retention; Relationship Marketing; Expectancy–Value Theory; Gujarat