Measurement model of factors affecting consumer purchase decision of private label brands

Developing a measurement scale is not an easy task as it initiated from defining constructs of the study which leads to setting the norm of measurement scale. The focused of the present study is to confirm the measurement scale constructs to analyse the consumer purchase decision of private label brands. The present study incorporates qualitative and quantitative research methods. The qualitative research incorporated expert interview and focus group discussion techniques while survey techniques used in quantitative research approach. Initially, we confirm the constructs which affect the consumer purchase decision of private label brands later we confirm all observed variables with EFA and CFA. Total twenty-five observed variables confirm through measurement model analysis for a total of five latent variables which affects the purchase decision of private label brands. The present research authenticates the reliability and validity of all constructs and their observed variables. With the help of analysis of the structural equation model, confirm the reliability and validity statistics which also ensure the statistical acceptance of measurement model. The study presents empirical implication to researchers and managers. The academicians and managers can use the empirically tested measures to measure the effect of various variables in the purchase decision of private label brands.