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Factors Influencing Consumer Perception and Purchase Intention of Private Label Brands in the Irish Food Retail Market – A Study

Armani, Indraneel (2019) Factors Influencing Consumer Perception and Purchase Intention of Private Label Brands in the Irish Food Retail Market – A Study. Masters thesis, Dublin, National College of Ireland.

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Abstract

Private Label Brands provide a platform to small retailers and local businesses by enabling them to participate in the economy and contribute to it. Being devoid of any advertising and hype creation in the market, private label brands are hence preconceived to be low cost products and hence, sometimes, low quality. However, the perception surrounding these brands is now changing worldwide, with private label retailers manufacturing products that offer the same, or similar, quality as national branded products.

Numerous studies have been conducted on the consumer perception of private label brands and how this perception drives purchase intention and purchase decision. For the sake of this study, extensive literature was referred in order to study how store image, brand image, perceived quality, value consciousness and price consciousness influence purchase intention of private label brands. This research was conducted on the Irish market, and a sample population of people living away from their parents/guardians was chosen. This was done to understand how people who are receiving or not receiving financial support from their parents/guardians perceive brands that are primarily identified as being low cost. Additionally, the population was also divided by gender in order to gain an understanding of whether shoppers of a particular gender are more influenced by any of the above factors as opposed to shoppers of another gender.

A mix of quantitative and qualitative research methodologies was used to conduct the research and gain responses from participants. This research presented some interesting results. Store image was not a very strong influencing factor as was hypothesized. Quality and price were among the top significant influencers followed by value fulfilment. It was also found that brand conscious consumers do not consider price when purchasing a branded product whereas price conscious consumers tend not to be very brand loyal. A tTest analysis and Pearson Correlation coefficient were generated in addition to conducting a thematic analysis of participant responses. The overall conclusion was that consumers of Irish food retail products perceived private label brands as low cost, although not everyone believed them to be of superior quality.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 23 Oct 2019 10:23
Last Modified: 23 Oct 2019 10:23
URI: http://trap.ncirl.ie/id/eprint/4022

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