Store Brands Purchase Intentions: An Empirical Investigation of Super Markets in Al-Baha, Saudi Arabia
Authors/Creators
- 1. Corresponding Author, College of Business Administration, Albaha University, Albaha, Kingdom of Saudi Arabia (KSA)
Description
Buying of Fast Moving Consumer Goods (FMCG) products from organized retail
stores involve many factors resulting in the final purchase decision and these factors
influence perceived value and their buying behavior for deciding which type of
product consumers would buy. Availability of store brands acts as an alternative to
buy, and this trend is increasing day by day. Therefore, this study is to understand
consumers purchase behavior for the store brand, which is an essential aspect for
marketers and researchers. The Primary Data was collected, and SEM (Structured
Equation Modeling) was employed to analyze data. The overall finding shows
that consumer’s perceived value contribute positively to their perceptions of store
brands. Further, the results reveal that the Store Brand Perceived Quality leads to
positive impressions which ultimately leads to the excellent possibility for them in
repeat purchasing of store-brand products in the future. Thereby it was positively
contributing to the development of store brand purchase intentions.