Publisher's Synopsis
Store brands are rapidly growing in the retailing world. They are well accepted by the different sections of society. Store brands play a key role in bringing profits to innovative retailers. They have gained a wide acceptance and attention from all corners of retail business industries because of the perceived value of the store brands by the value conscious consumers. The recent recession (2008) hit most of the economies of the world and pushed them to an adverse end. The store brands however stood by the side of the middle class consumers in protecting them from the unfavorable conditions. They proved that they are not only cheaper in price but also higher in quality aspects. Thus, the price conscious and savings conscious consumers preferred store brands to national brands worldwide. The contemporary consumer is most fascinated about the new, variety, ludic and hedonic experiences at the modern retail formats such as hypermarkets with theatres, food courts and play rooms and with an astonishing wide assortment of products and also with most impressive ambience of retail store. This study has attempted to study the relationship of store brands and the purchase intention of consumers, and understand the various factors that influence the purchase intention of store brands in food and grocery retailing.
