Factors Influencing Consumers Purchase Intentions towards Private Brands

Abstract

The change in market trends, of late, is marked by the growth of 'brands' for consumable items. Now, people prefer 'branded' products even for household use instead of random selection. Keeping in view the changing trend, this study explores the factors influencing purchase of private brands in Karachi and to understand how those factors affect the purchase intentions of consumers towards private brands. With the help of available literature a conceptual framework is developed to examine the factors influencing purchase intentions of consumers towards private brands. In order to test the hypotheses a self-administered questionnaire was distributed in the major areas of Karachi, which resulted in 255 useful responses. These responses are tested through the regression technique to validate the hypotheses. The findings of the study indicate that the perceived price and quality are two main factors that affect the purchase intention of consumers for private brands in Pakistan. Therefore the store owners and marketing managers of private brands need to focus on devising policies that can ensure high quality of private brands with the most reasonable prices to make private brands a success in Pakistan.

Pengaruh Brand Awareness dan Perceived Quality Terhadap Purchase Intention: Brand Loyalty Sebagai Variabel Mediasi

“…Brand obat OTC yang dipandang berkualitas tidak menjadi penentu bagi konsumen dalam melakukan pembelian di masa mendatang. Hal ini tidak sesuai dengan penelitian Bilal dan Ali (2013).…”

Determination of Factors Affecting the Preferences of Youth for Purchasing New Products: Application of Confirmatory Factor Analysis

“…The research was first handled by the literature review and a questionnaire was created. The questionnaire form was created by making use of scales of Demirel and Yoldaş (2005), Çiftyıldız & Sütütimiz (2007) and Bilal and Ali (2013). The questionnaire form is composed of 4 parts.…”

“…Several researches are available in the literature on topics such as the preference of luxury brands (Gani, Pervez and Ali, 2016;Ünal, Deniz and Akın, 2019) and specialty brands (Bilal and Ali, 2013), brand loyalty (Tsao and Chen, 2005;Selvi, 2007;Huang and Zhang, 2008;Kabadayı and Akgün, 2008;Devrani, 2009;Şimşek and Noyan, 2009;Özaltın Türker and Türker, 2013;Kurtoğlu and Sönmez, 2016;Baydaş and Aydın, 2017), brand dependence, and brand trust (Çiftyıldız and Sütütemiz, 2007;Eren and Erge, 2012;Gürbüz and Doğan, 2013;Önen, 2018). In this context, it can be stated that brand preferences rather than products come to the fore in these studies.…”

Hopes and reality: consumers’ purchase intention towards whitening cream

“…Perceived quality is essential to measure consumer requirements [ 52 ] and to assess consumer behaviour, especially purchase intention [ 32 ]. A strong relationship between perceived quality and purchase intention was explored [ 9 ]. Moreover, product or service quality is an antecedent of purchase intention [ 11 ].…”