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Factors affecting the purchase intentions of the consumer towards Private Labels: A role of National Brands in shaping the consumers’ buying intentions.

Kamble, Rucha (2020) Factors affecting the purchase intentions of the consumer towards Private Labels: A role of National Brands in shaping the consumers’ buying intentions. Masters thesis, Dublin, National College of Ireland.

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Private labels have been competing national brands which already are successful in creating an image for themselves. These brands knowingly or unknowingly may have the authority to overshadow the Private Labels in terms of price, consumer loyalty and providing adequate knowledge about the brand to the consumers.

Private Labels have been known for their quality, durability and their reduced prices and yet do not have the necessary exposure. With the competition intensifying, the private labels have still made up a world for their own and survived on the store marketing strategies. Private Labels are the brands owned by the retailers and distributed only at store level. Due to the lack in advertising, these private labels do not reach the consumers outside the store and are stuck with selective distribution channels. And with the growing competition, the national brands are an easy option for the consumers.

How the already successful companies have taken branding to a level where the quality or reliability is questioned but the sales do not change because of the successful brand creation. The main barrier faced by the Private labels is the low level of advertising as compared to the heavy advertising of the National Brands and the selective distribution channel due to lack of consumer knowledge about the brand and whether spanning out their distribution would be beneficial for the Private Labels as they are only advertised in the retailer’s store.

The author will present data about companies who produce their own private labels but do not receive any recognition. This research will concentrate on how the private labels have been working their way up in the past and how the future of the world will be the Private labels which will be a cutthroat competition to the brands.

This research will further explain what is necessary for the private labels to survive in this competition with the brands (Majorly marketing usage and word-of-mouth). A literature review is carried out for the purpose of establishing the proposed results and analysing consumer behaviour in both theory and in practice, the selection of preferences by the masses. A literature review will be crucial in finding out proof for the said hypothesis.

This study sheds light on the factors which influence why the consumers choose private labels and which of those factors are a boon or bane for the said private labels. In order to attain a clear perspective, the author has used secondary data to grasp the literature and after obtaining further insights has created a survey questionnaire to prove the hypothesis. The author has tried understanding the private labels, its importance to the retailers, the factors which might influence the purchase intentions of Private labels.

There will be a set of research questions which the thesis will aim to answer, and the preferred methodology is a quantitative research to understand the consumers perceptions of Private Labels and how marketing strategies have affected their buying behaviour. This survey will showcase what the Private Labels lack to reach the masses. Primary as well as Secondary data collection methods will be used. Primary will include surveys to understand the consumer perceptions of the Private Labels and Secondary will include research papers and Statistics. A detailed Methodology structure is mentioned in the Methodology Section of this paper.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 10 Feb 2021 17:47
Last Modified: 10 Feb 2021 17:47

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