Title: Factors influencing purchase intention of store brands in organised fashion retail

Authors: Aradhana Gandhi; Sonali Bhattacharya

Addresses: Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, Pune, Maharashta 411057, India ' Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, Pune, Maharashta 411057, India

Abstract: Store brands offer higher margins as compared to national brands and enables strengthening the stability of earnings for the fashion retailer. It also allows it to use consumers' insight for its own product development. The challenge, however, is to keep the store brands 'relevant' during ever-changing times. Store brands are known to boost store patronage, offer greater price flexibility, improve footfalls, and help build brand loyalty. To build brand loyalty, retailers would need to identify what motivates consumers to purchase these brands. Therefore, this research aims to look at the factors that influence customers' willingness to purchase store brands in India. Empirical research was undertaken by conducting an e-survey, which was filled by 527 respondents. The study ascertained that price, quality, and sales promotions play a significant role in keeping the store brands stay alive and generate substantial economic value to the retailer, apart from driving footfalls.

Keywords: private label; store brands; purchase intention; retail; price consciousness; quality consciousness; promotions; fashion retailer; apparel retailer; India.

DOI: 10.1504/IJEMR.2021.118307

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.4, pp.414 - 430

Received: 19 Jun 2020
Accepted: 05 Sep 2020
Published online: 20 Oct 2021 *

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