Luận văn a study on purchase intention, satisfaction and loyalty of customers towards private label brands

A STUDY ON PURCHASE INTENTION, SATISFACTION AND LOYALTY OF CUSTOMERS TOWARDS PRIVATE LABEL BRANDS A THESIS Submitted By GIJO GEORGE REG.NO 7832 BUSINESS ADMINISTRATION In partial fulfilment of requirement for the degree of DOCTOR OF PHILOSOPHY MANONMANIAM SUNDARANAR UNIVERSITY TIRUNELVELI – 627012 DECEMBER 2018 MANONMANIAM SUNDARANAR UNIVERSITY TIRUNELVELI - 627 012 CERTIFICATE The research work embodied in the present Thesis entitled “A STUDY ON PURCHASE INTENTION, SATISFACTION AND LOYALTY OF CUSTOMERS TOWARDS PRIVATE LABEL BRANDS” The work reported herein is original and does not form part of any other thesis or dissertation on the basis of which a degree or award was conferred on an earlier occasion or to any other scholar I understand the University’s policy on plagiarism and declare that the thesis and publications are my own work, except where specifically acknowledged and has not been copied from other sources or been previously submitted for award or assessment GIJO GEORGE RESEARCH SCHOLAR DR HERALD M DHAS SUPERVISOR, Associate Professor, Dept of Business Administration Scott Christian College, Nagercoil ACKNOWLEDGEMENT I wish to record my deep sense of gratitude and profound thanks to my research supervisor Dr Herald M Dhas, Associate Professor, Dept of Business Administration Scott Christian College, Nagercoil for his keen interest, inspiring guidance, constant encouragement with my work during all stages, to bring this thesis into fruition I am extremely indebted to Dr S.A Senthil Kumar, Reader, Dept of Management Studies Pondicherry University for his valuable suggestions and support during the course of my research work I also thank the faculty and non-teaching staff members of the Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli, and Faculty members of Department of Management Studies, Scott Christian College, Nagercoil for their valuable support throughout the course of my research work GIJO GEORGE TABLE OF CONTENTS Chapter No Title Page No ABSTRACT iii ACKNOWLEDGEMENT iv LIST OF TABLES vi LIST OF FIGURES ix LIST OF ABBREVIATIONS x I INTRODUCTION 1-33 II REVIEW OF LITERATURE 34-72 III RESEARCH METHODOLOGY 73-94 IV ANALYSIS AND INTERPRETATION 95-171 V RESULTS AND DISCUSSION 172-191 REFERENCES APPENDICES i QUESTIONNAIRE ii LIST OF PUBLICATIONS iii REPRINT OF JOURNAL PUBLICATION iv BIO-DATA LIST OF TABLES Table Page No Title No 3.1 Demorgan’s table of Sample Size 79 3.2 Sample area covered for the study 81 3.3 Reliability Statistics 84 4.1 Demographic Profile of Shopper’s 96 4.2 Shopping Profile 99 4.3 Trial Of Private Label Products 101 4.4 Tend To Switch Brands Frequently 102 4.5 Factors influencing purchase of private label brands 104 4.6 Store Choice attributes 105 4.7 Factor Analysis on perception towards private label brands 109 4.8 Factor analysis of Attitude toward private label products 112 4.9 4.10 4.11 4.12 Mean and Standard Deviation For Perception Towards Private Label Brand 114 Mean And Standard Deviation For Attitude Towards Private Label brands 117 Mean And Standard Deviation For Purchase Intention 118 Mean And Standard Deviation For Private Label Brand Satisfaction 119 4.13 Mean And Standard Deviation For Private Label Brand Loyalty 120 4.14 Perception towards private label brands based on gender 121 4.15 Perception towards private label brand based on marital status 122 4.16 Perception towards private label brands based on family type 124 4.17 Attitude towards private label products based on gender 125 4.18 Attitude towards private labels based on marital status 126 4.19 Attitude towards private label brands based on family type 127 4.20 4.21 Purchase intention towards private label brand apparels based on gender, marital status and family type Satisfaction towards private label brand apparels based on gender, marital status and family type 128 129 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 Loyalty towards private label brand apparels based on gender, marital status and family type Analysis of variance on Perceptions towards private label brands based on the Age Analysis of variance on Perceptions towards private label brands based on the Occupation Analysis of variance on Perceptions towards private label brand apparels based on the Monthly income Analysis of variance on Attitude towards private label brands based on the Age Analysis of variance on Attitude towards private label brands based on the Occupation Analysis of variance on Attitude towards private label brands based on the Monthly income Analysis of variance on Purchase intention towards private label brands based on the age, Occupation and Monthly Income Analysis of variance on satisfaction towards private label brands based on the age, occupation and monthly income Analysis of variance on Loyalty towards private label brands based on the age, occupation and monthly income 4.32 Shopping pattern and gender age, marital status, family type, monthly income 4.33 Correlation between the Variables of Perception Attitude, purchase intention, purchase behaviour and satisfaction 4.34 130 132 134 136 138 139 140 141 143 144 146 151 Multiple regression analysis of the criterion variable purchase intention towards private label brand products and predictor 153 variables perception towards private label brand products 4.35 Multiple regression analysis of the criterion variable satisfaction 155 towards private label brands and predictor variables perception towards private label products 4.36 Multiple regression analysis of the criterion variable Loyalty towards private label brand products and predictor variables perception towards private label brand products 157 4.37 Multiple regression analysis of the criterion variable Purchase Intention towards private label brand products and predictor 159 variables Attitude towards private label brand products 4.38 Multiple regression analysis of the criterion variable satisfaction towards private label brand products and predictor variables 161 Attitude towards private label brand products 4.39 Multiple regression analysis of the criterion variable Loyalty towards private label brand products and predictor variables 163 Attitude towards private label brand products 4.40 Multiple regression analysis of the criterion variable satisfaction towards private label brand products and predictor variables 165 purchase intention towards private label brand products 4.41 Multiple regression analysis of the criterion variable Loyalty towards private label brand products and predictor variables purchase intention towards private label brand products among 166 shoppers based on gender 4.42 Structural Equation Model Analysis 169 4.43 Model fit summary 170 LIST OF FIGURES Table Page No Title No 1.2 Evolution of Indian retail 1.2 Retail Formats in India 2.1 Proposed Framework 70 4.1 Structural Equation Model 171 LIST OF ABBREVIATIONS ME - Margin of Error X2 - Chi-Square for the specified Confidence Level iX - Mid – point of the ith class interval if - Frequency of the ith class interval Xi - The ith observation fi - The frequency of the ith observation MSx - Mean square due to X MSerror - Mean square due to error Oi - The number of observations of type i Ei - The expected (theoretical) frequency of type i SEM - Structural Equation Modeling CHAPTER - I INTRODUCTION RETAIL INDUSTRY Retail industry in India is one of the fastest growing industries in the world Retail industry in India is expected to grow to US$ 1,100 trillion by 2020 from US$ 672 billion in 2017 In India, it is the largest among all industries accounting for 10 per cent of the country’s GDP and employs around per cent of the workforce India’s retail sector is witnessing accelerated growth, with retail development taking place not just in major cities and metros, but also in Tier-II and Tier-III cities India’s retail sector now stands at the cusp of fast-paced growth, one that could see it emerge as one of the fastest growing retail 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purchase intention on satisfaction and loyalty; and satisfaction on loyalty The growing consumer class along with the entry and expansion of organized retail sector in recent years has set the pace of the corporate investment in retail business Though the Indian retail business seems to be small, when compared to developed markets, it is attractive enough to invite the interest of the investors As human behaviour is a composite phenomenon, the buying motives that drive the consumers need to be considered The division of the market based on demography, psychographic, geographic and so forth is expected to devise suitable strategies to pull in the customers The different features of shopping centers need to be organised within the right perspective in order to ensure the patronage of the consumers The improved and safe environment must be prevalent for the consumers to experience the comforts while carrying out shopping The quality of goods kept may be a crucial component that should never be compromised Any disappointment experienced by a consumer will spread like a wildfire, debilitating the survival of the outlet Overall, it is a hectic task on the part of individuals who go for investing their money in the organised retail and their survival and growth generally rely upon how they can keep up their customer relationship flawless It should be noted here that there is an unprecedented development within the urban consumer base and their tastes and preferences have undergone a sea change ... Mean And Standard Deviation For Attitude Towards Private Label brands 117 Mean And Standard Deviation For Purchase Intention 118 Mean And Standard Deviation For Private Label Brand Satisfaction. .. of variance on Purchase intention towards private label brands based on the age, Occupation and Monthly Income Analysis of variance on satisfaction towards private label brands based on the age,... the Age Analysis of variance on Attitude towards private label brands based on the Occupation Analysis of variance on Attitude towards private label brands based on the Monthly income Analysis of