Consumer Purchase Behavior towards Store Brands and National Brands: An Empirical Study
| dc.contributor.advisor | Lalit Mohan, Kathuria | |
| dc.contributor.author | Hardeep Singh Saini | |
| dc.date.accessioned | 2017-06-27T09:35:10Z | |
| dc.date.available | 2017-06-27T09:35:10Z | |
| dc.date.issued | 2013 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://krishikosh.egranth.ac.in/handle/1/5810023522 | |
| dc.keywords | Keywords: Store brand, national brand, perception, purchase behavior, satisfaction , image | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | PAU Ludhiana | en_US |
| dc.sub | Marketing Management | |
| dc.subject | null | en_US |
| dc.theme | Store Brands | en_US |
| dc.these.type | M.B.A. | en_US |
| dc.title | Consumer Purchase Behavior towards Store Brands and National Brands: An Empirical Study | en_US |
| dc.type | Thesis | en_US |