IEMS Journal of Management Research

Volume: 11 Issue: 1

  • Open Access
  • Original Article

DETERMINANTS OF CONSUMER PURCHASE DECISION IN SELECT PRIVATE LABEL PRODUCT CATEGORIES

Mr. Jemson John Vaz

The paper observes and explains the important determinants which the consumers consider while making a purchase decision in select private label products category (PLPs) in Belagavi city. For this study, data was collected from 168 respondents who considered the purchase of PLPs for their individual and home use, through structured questionnaire developed from the evidence from the earlier studies. Analysis of the data involved the use of Kendall’s W which revealed that for most of the PLPS in Fast Moving Consumer Goods (FMCG), the purchase decision was made mainly on price and offers followed by the content and advertisement (in store). Demographic factors with social influence were also found to play an influential role in making the purchase decision by the consumers.

Year: 2023, Page: 7-26,

Received: Dec. 1, 2022 Accepted: Dec. 15, 2022 Published: Jan. 2, 2023

Abstract

The paper observes and explains the important determinants which the consumers consider while making a purchase decision in select private label products category (PLPs) in Belagavi city. For this study, data was collected from 168 respondents who considered the purchase of PLPs for their individual and home use, through structured questionnaire developed from the evidence from the earlier studies. Analysis of the data involved the use of Kendall’s W which revealed that for most of the PLPS in Fast Moving Consumer Goods (FMCG), the purchase decision was made mainly on price and offers followed by the content and advertisement (in store). Demographic factors with social influence were also found to play an influential role in making the purchase decision by the consumers.

Keywords: FMCG, PLPs, Kendall’s W, Chi-square, price, offers, packing, content, advertisement, varieties.

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Cite this article

VAZ J J. DETERMINANTS OF CONSUMER PURCHASE DECISION IN SELECT PRIVATE LABEL PRODUCT CATEGORIES. IEMSJMR.2023;11(1):7-26

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