1Research Scholar, Bharathiar University, Coimbatore, Tamilnadu, India
2NET in Management, SET in Commerce, Department of Commerce, Research Supervisor, Bharathiar University, Coimbatore, Tamilnadu, India
Online published on 20 May, 2016.
The paper aims to analyse the perception of consumers and its impacton purchase intention towards private label apparels in Kanchipuram District. Basedon a sample of 150 consumers in Kanchipuram District, descriptive and inferential analysis are carried out. Correlation and Multiple Regression Analysisare used to test the hypotheses. The research reveals that Perceived Quality, Perceived Price, Store Imageand Perceived Value have a significant impact on consumers’ intention to purchasethe private label apparels. The study suggests that Apparels manufacturers should give more attention on the quality and value of the apparels. They should build a strong brand and promote their brands through sales promotion, advertising, and other marketing activities. Consumers will assess the perceived quality of the apparels from their purchase experience. As a result, customer satisfaction and will increase and also purchase intention towards the apparels.
Private Label, Perceived Quality, Perceived Price, Perceived Store Image, Perceived Value, Purchase Intention
