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.
Muhammad Bilal, Dr. Tahir Ali. (2013) Factors Influencing Consumers Purchase Intentions towards Private Brands, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-11, Issue-2.
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