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Influence of Customer's Brand Attitude on Purchase Intention of Private Label Fashion Brands


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1 Rajagiri School of Management, Rajagiri Centre for Business Studies, Cochin, Kerala, India
     

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Private Label Brands have been steadily increasing their presence and dominance in the retail industry. Customers are slowly changing their attitude to Private labels. As competition is becoming stiffer, retailors are strategizing in increasing their own brands. Retailers have introduced varieties of private labels in different categories like apparel, food and grocery, health care, personal care, consumer durables, lifestyle etc. This study was being conducted in private label brands of fashion industry. The research aimed to investigate the role of private label brand attitude on purchase intention of fashion brands. The research was conducted to understand the consumer factors that leads to private label brand attitude. The study was conducted among consumers of private labels in and around Kochi city. The study results corroborated that Price Consciousness has a direct positive relation with Purchase Intention of fashion brands. It was also established that Consumer Innovativeness has a positive and direct relation with Purchase Intention. It was accepted that Consumer Innovativeness has a positive effect on Private Label Brand Attitude. The study revealed that Private Label Brand Attitude has a mediating effect on Purchase Intention of fashion brands.


Keywords

Private Label Brand Attitude, Purchase Intention, Price Quality Association, Consumer Innovativeness, Smart Shopper Self Perception.
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  • Influence of Customer's Brand Attitude on Purchase Intention of Private Label Fashion Brands

Abstract Views: 359  |  PDF Views: 1

Authors

Balakrishnan Menon
Rajagiri School of Management, Rajagiri Centre for Business Studies, Cochin, Kerala, India

Abstract


Private Label Brands have been steadily increasing their presence and dominance in the retail industry. Customers are slowly changing their attitude to Private labels. As competition is becoming stiffer, retailors are strategizing in increasing their own brands. Retailers have introduced varieties of private labels in different categories like apparel, food and grocery, health care, personal care, consumer durables, lifestyle etc. This study was being conducted in private label brands of fashion industry. The research aimed to investigate the role of private label brand attitude on purchase intention of fashion brands. The research was conducted to understand the consumer factors that leads to private label brand attitude. The study was conducted among consumers of private labels in and around Kochi city. The study results corroborated that Price Consciousness has a direct positive relation with Purchase Intention of fashion brands. It was also established that Consumer Innovativeness has a positive and direct relation with Purchase Intention. It was accepted that Consumer Innovativeness has a positive effect on Private Label Brand Attitude. The study revealed that Private Label Brand Attitude has a mediating effect on Purchase Intention of fashion brands.


Keywords


Private Label Brand Attitude, Purchase Intention, Price Quality Association, Consumer Innovativeness, Smart Shopper Self Perception.

References