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Ph.D.
(Management)
A STUDY ON CONSUMERS PURCHASE INTENTION TOWARDS PRIVATE LABEL
APPARELS BRANDS FROM EXCLUSIVE RETAIL STORES IN GUJARAT STATE

Ph.D. Scholar : Deepesh Dharamdasani
Research Supervisor : Dr.M.S.Sharma

Regi. No.: 13146031002
Abstract :
Purpose: The study signifies the main factors affecting intention of the consumer’s
purchase towards private label brands. It also identifies the perceptual factors influencing
private label brands (apparels) as well as demographic factors affecting private label
brands (apparels).

Design/Methodology/ Approach: The data is collected through using a self-administered
questionnaire. The sample was taken from those respondents who are aware of private
label brands, from main apparel stores located in Ahmadabad(Pantaloons, Westside and
Wills-lifestyle), Surat(Pantaloons, Westside and Wills-lifestyle), Vadodara(Pantaloons,
Westside and Wills-lifestyle) and Rajkot(Pantaloons) of Gujarat State. The sample size is
479 respondents. The sampling technique used for the study is convenience sampling
through mall intercept study. Parametric tests like Anova, T-Test(Independent) and
multivariate analysis like Multiple Regression are used to arrive at the conclusion.

Findings: The major factors affecting consumer’s purchase intention towards private
label brands (apparels) are perceived quality, innovativeness, familiarity and attitude. The
main factor affecting PLB attitude is store image. Moreover, demographic factors like age
and education affecting consumers purchase intention towards private label
brand(apparels).

Research Limitations/Implication: A main limitation of the study is sampling frame.
Future studied should replicate this study in different context.
Keywords: Private Label brands, Consumers Purchase Intention etc.

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