Title of the study

A Study on Consumers Intention to buy Private Retail Brands

Objectives of the study

1. To measure the influence of Attitude towards private label brands, Brand consciousness, Consumer Perceived Value (Quality, Emotional, Price and Social).

Variables used: Dependent variable:

Intention to buy Private Label Brands

Independent variable:
Attitude towards private label brands Brand consciousness Quality Emotional Price Social

Hypothesis
The objective of the study is to measure the influence of Attitude towards Private Label Brands, Brand consciousness, Consumer Perceived Value (Quality, Emotional, Price and Social). Thus we would like to study whether the significant individual (Linear Regression) Independent variables would collectively also be significant for the same dependent variable. Thus the following hypothesis is formulated: H1: Consumers attitude toward private labels positively affects their intention to buy private label products. H2: Consumers brand consciousness does not affect their intention to buy private label products. H3: Quality value of PLB positively affects consumers intention to buy private label brands. H4: Emotional value of PLB positively affects consumers intention to buy private label brands. H5: The low price and higher perceived value of PLB positively affects consumers intention to buy private label brands. H6: Ho: Social value of PLB has no effect on consumers intention to buy private label brands. Significant viewer profile dimension does not positively affects brand attitude

Research methodology
The research design is survey type and the nature of the study is descriptive.

Population
Consumers of Cochin City of any age group

Sampling design:
Sampling Unit
The sampling unit is the individual respondent consumers who have used the product.

Sample size: 150

Sampling method
The sampling method being used is convenience sampling.

Tool for data collection

The data collection was done with the help of a structured and closed ended questionnaire. Consumers attitudes toward private label brands (Burton et al., 1998) and brand consciousness (Sproles and Kendall, 1986) were measured with six and eight items, respectively.

The consumer perceived value scale was adapted from Sweeney and Soutar (2001). The first consumer perceived value dimension quality, contained five items. The consumer perceived

value dimensions emotional, price and social contained four items, respectively. Subjects rated the scale items on a 5 point scale (1 = strongly disagree, 5 = strongly agree). Consistent with previous research, the dependent variable, consumers intenti on to buy private label brands, used one item on a five-point scale with the end points yes, definitely going to buy it and no, definitely not going to buy it (Sinha and Batra, 1999; Zielke and Dobbelstein, 2007).

Tools for analysis

Linear Regression

Scope of the study

Time : Place : This study deals with the present scenario. This study is limited to the city of Cochin

Data collection:
The data was collected from the respondents using a standardized questionnaire.

Analysis design:
Linear Regression Analysis by use of SPSS Statistics 19 for Windows was performed.

Editing
Before accepting the completed questionnaire, they were scrutinized to ensure that no incorrect entry was made and also to ensure that no questions have been left unanswered.

Coding
All the questions and data were entered into an MS Excel sheet and later imported to a master sheet in SPSS Statistics 19 for Windows in order to facilitate easy tabulation and analysis.

Tabulation
To enable easy interpretation and to clearly represent the necessary data for studying the relation among variables, tabulation of data was done. The scores were given according to scales.

Limitation
The study uses one item to measure the main dependent variable intention to buy private label brands. It does not analyze any other dimension. The sample chosen for the study are only from Cochin. Hence the study is not of a conclusive nature with respect to other places.

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

Description of Sample Characteristics

Sample (in %) a) Less than 18 b) 19-29 c) 3039 d) 4049 e) 5059 f) Above 60 a) Male b) Female a) High school graduate or less b) Vocational school/some college Education c) Bachelor degree/Graduate school a) Up to Rs. 2,00,000 b) Rs.2,00,000 Rs. 5,00,000 c) Above Rs. 5, 00,000 0.67 62.67 8.00 14.00 8.67 6.00
34.67 65.33 0.00

Age Gender

22.00 78.00 33.33 45.33 21.33

Net Household income

Table: 1 Showing the Description of Sample Characteristics

Interpretation: The above table shows the profiling of the sample. It shows that most of the respondents is in the age bracket of 19- 29 years. The gender wise categorisation shows that 65% are women and the rest male. Majority of the respondents are Graduates and fall under the income group with annual income Rs, 2 lakh to Rs. 5 lakh with 45%.

Analysing the influence of Consumer attitude toward private labels and Intention to buy private label brands

Linear Regression between Attitude towards Private Label Brands and Intention to buy private label brands
Model Summary Adjusted R Model 1 R .342
a

Std. Error of the Estimate

R Square .117

Square .111

.66209

a. Predictors: (Constant), APlb

Table 2 showing the model summary of Linear Regression between Attitude toward Private Label brands and Intention to buy Private label brands

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) APlb a. Dependent Variable: IBPLB B 1.530 .515 Std. Error .358 .116 .342 Coefficients Beta t 4.273 4.435 Sig. .000 .000

Table 3 showing the coefficients of Linear Regression between Attitude toward Private Label brands and Intention to buy Private label brands

Interpretation: From table 3 we observe that the p <.05 hence we can say that Attitude is having an effect on Intention to Purchase Retail Brands.

Linear Regression between Consumer brand consciousness and intention to buy private label brands
Model Summary Adjusted R Model 1 R .195
a

Std. Error of the Estimate

R Square .038

Square .032

.69115

a. Predictors: (Constant), BCon

Table 4 showing the model summary of Linear Regression between Brand Consciousness and Intention to buy Private label brands

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) BCon a. Dependent Variable: IBPLB B 2.380 .220 Std. Error .302 .091 .195 Coefficients Beta t 7.871 2.422 Sig. .000 .017

Table 5 showing the Coefficients of Linear Regression between Brand Consciousness and Intention to buy Private label brands

Interpretation: From table 5 we observe that the p < .05 hence we can say that Brand Consciousness is having an effect on Intention to Purchase Retail Brands.

Linear Regression between Consumer perceived value of Quality and intention to buy private label brands

Model Summary Adjusted R Model 1 R .304

a

Std. Error of the Estimate

R Square .092

Square .086

.67134

a. Predictors: (Constant), Qly

Table 6 showing model summary of Linear Regression Consumer perceived value of Quality between and Intention to buy Private label brands

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Qly a. Dependent Variable: IBPLB B 1.925 .354 Std. Error .308 .091 .304 Coefficients Beta t 6.258 3.883 Sig. .000 .000

Table 7 showing the coefficient of Linear Regression Consumer perceived value of Quality between and Intention to buy Private label brands

Interpretation: From table 7 we observe that the p < .05 hence we can say that Quality is not having an effect on Intention to Purchase Retail Brands.

Linear Regression between Emotional and intention to buy private label brands

Model Summary Adjusted R Model 1 R .631

a

Std. Error of the Estimate

R Square .399

Square .394

.54654

a. Predictors: (Constant), Emo

Table 8 showing model summary of Linear Regression between Consumer perceived value of Emotional and Intention to buy Private label brands

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Emo a. Dependent Variable: IBPLB B .713 .668 Std. Error .245 .067 .631 Coefficients Beta t 2.910 9.903 Sig. .004 .000

Table 9 showing coefficient of Linear Regression between Consumer perceived value of Emotional and Intention to buy Private label brands

Interpretation: From table 9 we observe that the p < .05 hence we can say that there is an Emotional effect on Intention to Purchase Retail Brands.

Linear Regression between Price and intention to buy private label brands

Model Summary Adjusted R Model 1 R .125

a

Std. Error of the Estimate

R Square .016

Square .009

.69922

a. Predictors: (Constant), Price

Table 10 showing model summary of Linear Regression between Consumer perceived value of Price and Intention to buy Private label brands

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Price a. Dependent Variable: IBPLB B 2.588 .138 Std. Error .340 .091 .125 Coefficients Beta t 7.615 1.528 Sig. .000 .129

Table 11 showing coeddicient of Linear Regression between Consumer perceived value of Price and Intention to buy Private label brands

Interpretation: From table 11 we observe that the p < .05 hence we can say Price is having an effect on Intention to Purchase Retail Brands.

Linear Regression between Social and intention to buy private label brands

Model Summary Adjusted R Model 1 R .371

a

Std. Error of the Estimate

R Square .138

Square .132

.65440

a. Predictors: (Constant), Social

Table 12 showing model summary of Linear Regression between Social and Intention to buy Private label brands

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Social a. Dependent Variable: IBPLB B 1.986 .325 Std. Error .235 .067 .371 Coefficients Beta t 8.444 4.861 Sig. .000 .000

Table 13 showing coefficient of Linear Regression between Social and Intention to buy Private label brands

Interpretation: From table 13 we observe that the p < .05 hence we can say there is a social effect on Intention to Purchase Retail Brands.