Abstract:
Retailers’ brands maker with private label have significantly boosted market share in recent years. Creating new brands for goods or services provide differentiation with similar distributors. The main aim of this paper is to test which component can be more effective in consumers’ purchase intention based on using private label for goods’ image. This research data was collected by prior studies and a designed questionnaire. Our statistical population consists of customers and consumers of Hyperstar store in west of Tehran, Iran. The sample size of this study was determined by Cochran formula (n=196) , which 200 questionnaire was distributed among the customers. Designed hypothesis tests were performed using Student's t-statistic as implemented in SPSS software. The results of this study indicate that service quality, perceived risk and price consciousness of the customer have not significant influenceon purchase intention. Furthermore, the effect of these elements on purchase intention is also rejected.
Machine summary:
Role of Store Image and Service Quality on Imaging Goods with Private Label and Its Influence on Promoting Purchase Intention: A Case Study of Hyperstar Customers M.
The results of this study indicate that service quality, perceived risk and price consciousness of the customer have not significant influence on purchase intention.
Private label goods image, store image, Service quality, Perceived risk, Priceconsciousness, Purchase intention Introduction: As noted by Wheeler (2000), the conception of brand can be considered as a promise, big notion, reputation and expectation that reside in customers mind about the product and/or the company.
Previous researches highlighted the store image has a direct and positive effect on the purchase intention of private label brands (Wu et al.
Low price is one of the main character (Diallo, 2012); and relevant factor of private label brands effecting consumers’ purchase intention (Boyle and Lathrop, 2013).
In this research study, we use 2-item scale to measure the purchase intention of the private label brands suggested by Knight and Kim (2007).
Based on the stated hypotheses, the conceptual framework of this research is displayed in Figure 1 Store image Service quality Private label goods image Perceived risk Price consciousnes Purchase intention Figure 1.
7. The results of this research study show that the service quality has a positive and considerable impact on the private label goods image.
8. Marketing manager needs to plan and make efforts on consumers purchase from the store, provide better customer service, presenting products with reliable brand and appropriate price.