Consumer Purchase Behavior towards Store Brands and National Brands: An Empirical Study
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Date
2013
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PAU Ludhiana
Abstract
The study was conducted to analyze consumer perceptions towards store brands and
national brands in selected product categories. An attempt was also made to study the
consumer purchase behavior towards store brands and national brands, and to study the
influence of store brand satisfaction and image on the store’s image. A sample of 240
respondents was selected on convenience basis. Data were collected with the help of a
structured and non-disguised questionnaire. Data analysis was undertaken using statistical
tools like mean score, chi-square test, analysis of variance and factor analysis. The study
revealed that majority of the respondents were aware of store brand products. Most of the
respondents were brand conscious buyers. The study revealed that customers perceive quality
as most important parameter for store brands and national brand products. Respondents
consider ‘value for money’, ‘quality’ and ‘in-store display’ as important factors during
purchase of store brand products. Further, study found that customers consider ‘quality’,
‘brand image’ and ‘advertising’ as important factors influencing purchase of national brand
products. The result revealed that ‘variety of product availability’, ‘value for money’,
‘customer service’ and ‘store location’ influence customer satisfaction towards store brands.
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