Factors Influencing Consumers Purchase Intentions Towards Private Brands

Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume 11, Number 2, July - December 2013

12 Pages Posted: 11 Dec 2014

See all articles by Muhammad Bilal Musharraf

Muhammad Bilal Musharraf

Object Synergy

Tahir Ali

University of Karachi - Department of Commerce

Date Written: July 10, 2013

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.

Keywords: Private brands, store brands, purchase intention, hyper stores

Suggested Citation

Musharraf, Muhammad Bilal and Ali, Tahir, Factors Influencing Consumers Purchase Intentions Towards Private Brands (July 10, 2013). Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume 11, Number 2, July - December 2013, Available at SSRN: https://ssrn.com/abstract=2536282

Muhammad Bilal Musharraf (Contact Author)

Object Synergy ( email )

Plot No. 1, 2, 25 & 26, Sector 22 Korangi Industri
Karachi, Sindh 74900
Pakistan

Tahir Ali

University of Karachi - Department of Commerce ( email )

University of Karachi
University Road
Karachi, Sindh
Pakistan

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