Title: Factor influencing consumer purchase intention for private label food products: a cross-sectional analysis

Authors: Pooja Kansra; Pawan Kumar; Babagana Ali

Addresses: Mittal School of Business, Lovely Professional University, Punjab, India ' Mittal School of Business, Lovely Professional University, Punjab, India ' Ramat Polytechnic Maiduguri, Borno, Nigeria

Abstract: Private label products emerged as auspicious industry with huge growth potential. Thereby, present study plans to identify the determinants which influence the purchase intention of private label food products. A primary survey was performed in the state of Punjab, using convenience sampling approach with a sample of 200 respondents. The analysis was made with the help of descriptive statistics and logit regression. It was documented that majority of the respondents were aware and likely to pay for private label food products. It was exhibited that age, gender, income, quality and price were the significant determinants of willingness to pay. The present study suggest to focus on quality and to build trust among the customers to be viable in the market.

Keywords: attitude; awareness; private label; young; willingness; perception; determinants; purchase intention; food products; quality.

DOI: 10.1504/IJPSPM.2024.137189

International Journal of Public Sector Performance Management, 2024 Vol.13 No.2, pp.153 - 163

Received: 17 Dec 2019
Accepted: 07 Jun 2020
Published online: 05 Mar 2024 *

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