Abstract: The purpose of the study is to examine the Indian consumers purchase intention towards foreign
made ethnic wear especially saris through the composite framework which includes variables like actual
purchase and demographics. On other hand, the study aims to fulfil the scarcity in viewing ‘foreign made’
perspective of ethnic wears and also to contribute to the Indian consumer behaviour literature. A survey
questionnaire was employed to derive data from 163 respondents who were identified through judgement
sampling technique. The data were examined through SPSS 20.0. With some limitations, the variables had
significance in explaining the results of overall model. On other hand, the results had shown that Indian
consumers have positive attitude towards foreign made sari. The influence of variables has plethora of
implications for both academic and managerial view.
Keywords: Attitude, Ethnic wear, Purchase behavior, Sari