A study of consumers' attitude towards online private label brands using the Tri - Component model
- Title
- A study of consumers' attitude towards online private label brands using the Tri - Component model
- Creator
- Pangriya R.; Kumar M.R.
- Description
- Online private label products seem to be a promising and profitable deal for the Indian online retailers. The purpose of this paper was to understand the consumers' attitude and buying behaviour towards online private label brands. For this purpose, we empirically tested a model comprising of variables such as cognitive, affective, behavioural, purchase intention, and actual buying behaviour. Data were gathered by using a schedule. A sample of 400 respondents was gathered, and the hypotheses were tested by performing structural equation modelling. The findings highlighted that the cognitive, affective, and behavioural factors of attitude influenced each other strongly as well as the purchase intention. In addition, the results obtained revealed that purchase intention led to the buying of online private label brands. It is expected that the findings of this study will enable the marketers of online private label brands to be more informed about the consumers' attitude formation process. Furthermore, it will help them to understand the areas related to private label brands, which need their attention. 1964-2018 Associated Management Consultants.
- Source
- Indian Journal of Marketing, Vol-48, No. 5, pp. 7-20.
- Date
- 2018-01-01
- Publisher
- Associated Management Consultants Pvt. Ltd.
- Subject
- Affective; Attitude; Behavioural; Buying behaviour; Cognitive; Online retailing; Private label brands; Purchase intention
- Coverage
- Pangriya R., Institute of Management, Christ University, Bangalore, Karnataka, 560 029, India; Kumar M.R., Institute of Management, Christ University, Bangalore, Karnataka, 560 029, India
- Rights
- Restricted Access
- Relation
- ISSN: 9738703
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Pangriya R.; Kumar M.R., “A study of consumers' attitude towards online private label brands using the Tri - Component model,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 24, 2025, https://archives.christuniversity.in/items/show/16992.