In terms of demographic variables, as expected, income was the most significant predictor of actual
purchase. It implies that income acts as a liaison between purchase intention and actual purchase where
consumers with higher income reflected more on actual purchase and vice versa. This perhaps is because of
consumer’s belief that foreign made saris are expensive or overpriced and can be bought only those having
sufficient income level or high status people. For instance, in this study, among total lower income group, only
38% reported the actual purchase of foreign made saris whereas the higher income group reported at 67%. In
other way, it can be concluded that the actual purchase increases when the consumers believe that they have
sufficient financial mean