Identifying the Drivers of Purchase Intention for Private Label Brands. Preliminary Evidence from Pakistani Consumers

Abstract

The purpose of this paper is to find out the impact of private label brand on customer repurchase intention and also ascertain how consumer satisfied has become brand loyal or going to the next step of repurchase intention. Further, in Pakistan the private label product is not popular so this research also finds out what people perceive this private label product. The data were collected from 100 respondents and used exploratory and confirmatory factor analysis to find out the relationship between dependent. Further Regression test also applied to check the relationship between variable. In the questionnaire six items are there and based on Likert scale five points. The finding shows that in the four variables one variable brand loyalty has a substantial impact on private label repurchase intention in a partial mediation model and the impact on repurchase intention is totally mediated by private label purchase intention. The study has few limitations; number one is it is limited on Karachi North Nazimabad. So, should be carefully used if results apply on general. Second is purchase attitude (Private label repurchase intention) that was based on consumer decision. For further study it will be interesting measure the object like purchase. For instance, total spending number of store brand. The study shows that how Pakistan market is growing by retailer and how consumer purchase intention is going to change day by day. While five variables such as perceived price, perceived quality, perceived risk and brand loyalty impact on mediating variable and dependent variable is repurchase intention the overall this model shows why private label product familiar in market instead of brand.