CONSUMER PERCEPTION AND PURCHASE INTENTION: TOWARDS LABELED FOOD PRODUCTS IN NEPAL - Softcover

Thapa, Gopal; Karki, Sudip

Softcover

ISBN 10: 6207459997 ISBN 13: 9786207459995

Publisher: LAP LAMBERT Academic Publishing, 2024

Synopsis

Private label branding, store brand and retail brand are the terms which are used indistinctly to describe brands of consumer goods that are produced according to a retailer and marketed under a retailer name through the retailer outlets. Private label brands are the brands which are managed and owned by the retailers. From the consumers’ standpoint, private label brands provide with a competitive alternative to manufacturer brands based on lower prices, due to their lower costs. This study is based on answering what are the factors that a consumer can perceive better regarding private label branding and what factors affects the personal label brand of retailers. No substantial research has been found in the field of private label branding in the context of Nepal.This study is based on the primary data collection from different consumers who uses private labeled food products. Total of 260 respondents were taken as a sample for this study and convenience sampling method was used for data collection. It has been found that three variables namely perceived value, perceived price and trust have significant positive impact on purchase intention of private labeled food products.

Edition details

• Publisher: LAP LAMBERT Academic Publishing
• Publication date: 2024
• Language: English
• ISBN 10: 6207459997
• ISBN 13: 9786207459995
• Binding: Paperback
• Number of pages: 108