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Private Brands Waiting to Be Purchased-the Store Image Story

机译：等待购买的私人品牌 - 商店图片故事

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Background and Objective: In India, most of the customers are unaware of private label brands because of lack of promotional strategies. This research works to test the variables like store brand awareness, store perceived quality, store brand loyalty, store brand price image, store reputation and store commercial image and their impact on purchase intention for the private brands in India. Material and Method: The research design used in this study is explanatory where the cause effect relationship is being studied among the Purchase intention and its antecedents. The same have been tested for the Indian environment for private brands in India. The research was conducted on 266 respondents who shop from multi brand outlets within India. A standard scale was used for testing the hypothesis for the proposed model. The model was tested with the SEM technique. Result: The results showed that the proposed model was a good fit. The model showed a Chi-Square statistical value is 201.0333 at non-significant level (p = 0.0088). The result of RMSEA in this research is 0.0170. This makes the model fit by comparing the values with the data provided by the authors above. These values show a good model fit for the proposed conceptual model. Conclusion: The model was found to be fit for the Indian market. Most of the variables showed a positive correlation with the purchase intention of private brands.
机译：背景和目标：在印度，由于缺乏促销策略，大多数客户都没有意识到私人标签品牌。本研究有助于测试商店品牌意识，商店感知质量，商店品牌忠诚度，商店品牌价格形象，商店声誉和商业图像的变量及其对印度私人品牌购买意向的影响。材料和方法：本研究中使用的研究设计是在购买意图及其前所未有的原因效果关系的说明。这同样已经测试了印度私人品牌的印度环境。该研究是在印度境内的多品牌网点购物的266名受访者。标准规模用于测试所提出的模型的假设。使用SEM技术进行测试。结果：结果表明，所提出的模型是一个很好的合适。该模型显示出Chi-Square统计值是201.0333的非显着水平（P = 0.0088）。本研究中的RMSEA的结果为0.0170。这使得模型通过与上面作者提供的数据进行比较来实现。这些值显示了良好的模型适合所提出的概念模型。结论：发现该模型适合印度市场。大多数变量与私人品牌的购买意图显示出正相关。

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