Loading...
Please wait, while we are loading the content...
Similar Documents
Consumers Buying Behaviour towards Store Brand Products in Food and Grocery Retailing in India– An Exploratory Study
| Content Provider | Semantic Scholar |
|---|---|
| Author | Jayasankaraprasad, Cherukuri Sakshi, Venkatesh |
| Copyright Year | 2017 |
| Abstract | Store brand products are a win-win solution for food and grocery retailers and customers in the current retail market structure driven by significant change in consumers’ purchase behaviour and consumption pattern affected by unyielding food price inflation during the past ten years. Since consumers reign in their spending due to sustained increase in food prices, they have become more discriminating, expecting more value for their money, better service, and greater convenience. The considerable erosion of purchasing power of consumers has not only shifted their purchasing habits from national brands to store brands (also known as private labels) but also revised their definition of value to be much more focused on price in purchasing decisions for food and household products. The purpose of this study is to identify factors affecting consumers’ buying behaviour towards store brand products in food and grocery retailing in India. This study also aims to investigate consumers’ attitudes, and purchase intentions towards store brand products. Both exploratory (qualitative in nature) and non-experimental survey method were used to explore and examine the factors affecting consumers buying behaviour toward store brand products. The results indicate that perceived value for money, store brands’ attributes (price, quality and packaging), store image, perceived risk, price promotions are the major factors influencing consumers’ attitudes towards store brand products. This study has implications for food and grocery retailers in understanding the key factors influencing consumers‘ buying behaviour towards store brands in India. This information can help food and grocery retailers more efficiently target consumer groups through segmentation and positioning. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.iosrjournals.org/iosr-jbm/papers/Vol19-issue9/Version-8/I1909086984.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
