Title: Investigating the factors influencing consumers' purchase intention towards online private labels in the Indian context

Authors: Sujo Thomas; Susmita Suggala; Dhruv Agarwal

Addresses: Amrut Mody School of Management, Ahmedabad University, India ' LJ Integrated MBA, School of Management Studies, LJ University, India ' Amrut Mody School of Management, Ahmedabad University, India

Abstract: Online private labels have been gaining market share in India and giving tough competition to national brands. There have been only few private label products in the Indian market which have been associated with charity. Cause-related marketing is the new and upcoming differential tool used by companies to market their product and reach out to the consumer via a social cause that affects them on a mundane basis. This study is based on an online consumer survey of private label buyers in India. Examining factors which determine consumer purchase intention of the brands in private label associated with cause-related marketing is the main purpose of this research. The results show that trust, perceived pricing, perceived quality, perceived value and price sensitiveness influence the most when a consumer purchases a private label product online. The findings of the study would guide the companies selling online private label products in framing marketing strategy and increase the consumer base.

Keywords: online private label; cause-related marketing; trust; perceived pricing; perceived quality; perceived value; price sensitiveness; India.

DOI: 10.1504/IJBCG.2022.128156

International Journal of Business Competition and Growth, 2022 Vol.8 No.1/2, pp.26 - 47

Received: 14 Oct 2021
Accepted: 14 May 2022

Published online: 09 Jan 2023 *

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