Title: Effects of extrinsic cues on customer attitude and satisfaction towards private labels

Authors: Avtar Singh

Addresses: Lovely Professional University, Punjab, India

Abstract: The retail sector in India is expected to grow almost twice from $672 billion in 2016 to US$1.1 trillion by the year 2020. One of the major factors that are driving this growth is changing lifestyle of the consumers. Not only it is growing rapidly but the growth has been uniform and slowly moving towards an organised sector. The purpose of this paper is to know whether extrinsic cues like perceived store image, perceived private label quality, perceived private label price has any effect on customer attitude and satisfaction with regard to private label. The data was collected from 209 respondents through a self-administered questionnaire. The statistical measures were conducted through regression to analyse the data. Results show that perceived private label store image and perceived store price unlike perceived private label quality positively affect attitude and satisfaction of customers towards private label.

Keywords: private labels; attitude; customer satisfaction; extrinsic cues; national brands.

DOI: 10.1504/IJTTC.2021.114844

International Journal of Technology Transfer and Commercialisation, 2021 Vol.18 No.1, pp.59 - 75

Received: 17 May 2019
Accepted: 13 Nov 2019

Published online: 10 May 2021 *

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