Factor Affecting Behavioral Intentions Towards Private Brand

Abstract

Purpose:

The aim of this research is to investigate the factors affecting the purchase intention towards private brands in Karachi.

Methodology:

This study is quantitative in nature and a questionnaire was used as a research tool to gather data and SPSS is used for data analysis. The sampling technique that was used for this research was non-probability convenience sampling. Research primary data was gathered by adopting a survey method in the form of a questionnaire that was designed using Google Docs. It was then used to administer 400 respondents. The survey consisted of 31 structured questions that were based on 5 points Likert scale.

Findings:

Results suggest that perceived price, quality, and packaging are fundamental factors that influence the purchase intention of purchasers for private brands in Pakistan. 

Conclusion:

The study concludes that storekeepers in Pakistan should concentrate on delivering excellent store brands at fair prices in order to increase their profits from private brands. Store owners can also formulate methodologies based on this research in order to make their current private brands successful.