Impact of Brand Related Attributes on Consumer s Purchase Intention Towards Private Label Apparels Brands: A Study About the Consumers of Ahmedabad

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1 Volume-7, Issue-, January-February 207 International Journal of Engineering and Management Research Page Number: Impact of Brand Related Attributes on Consumer s Purchase Intention Towards Private Label Apparels Brands: A Study About the Consumers of Ahmedabad Deepesh Dharamdasani, Dr. Mahendra Sharma 2 V. M. Patel Institute of Management, Ganpat University, INDIA 2 Ganpat University, INDIA ABSTRACT It has been observed that there is a great growth of the market share of PLB in developed countries. Earlier most of the people were using branded clothes, but now a days the companies have introduced their own private brands to increase their popularity and more profit. Companies are providing more discounts on private brands to get more customers. Retailers have not only customized and localized the products as per customer s tastes and preference but also created PLBs. At present customers are more intelligent and smart, they look for the product which gives them value, so today s private label brands are more competitive, reasonable price and of better quality. The consumers prefer private label brands heavily because they can save money. The apparels are second most demanded product after FMCG. So, here we are focusing on the private label apparels brands. Big companies like Pantaloons, Wills Lifestyle, Reliance and many more retailers having their own brands. The researcher aimed to find and analyze the effect of various brand related attributes (Brand knowledge (brand image, brand awareness) on consumer s purchase intention towards private label brands in apparels. Most of the customer purchase depends upon its brand image. The study is carried at some reputed stores of Ahmedabad like Pantaloons, Westside and Will Lifestyle. It tries to establish the relationship between brands related factors and their impact on consumers purchase intention. Keywords-- Brand awareness, Brand knowledge, Brand image, Purchase Intention. I. INTRODUCTION There has been a long history of PLB development in Western European countries and these brands are highly sophisticated; Asian markets are found to be underdeveloped in terms of PLB penetration. AC Nielson survey when surveyed 80 grocery items analyzed that, the market share of PLB in Europe remains at 23% as average, Switzerland had the highest share of PLB (45%), Germany was stood second with PLB share of 30% and Asian market is about 4% and South Korea % (AC Nielson 2005) Indian retail market is projected to approximately twice of US$ trillion by 2020 from US$ 600 billion in 205 because of rise in income, urbanization and attitudinal shifts. As per the report of Department of Industrial Policies and Promotion (DIPP), Indian retail trade industry has got FDI (Foreign Direct Investment) inflows of US$ million during April 2000-March 206. The shopping habits of Indian consumers have been affected due to the rapid technological & socioeconomic changes over the last decades, therefore number of retailers are innovating & building categories to attract customers across various price points. Private label brands are generally stated as individual brands or store brands, comprises of goods manufactured and sold by particular retailer or chain of retail stores (Kumar and Steenkamp, 2007). During the passage of time, retailers got an opportunity to take out higher profit margins, increase bargaining power and develop customer loyalty over manufacturers. (Batra and Sinha, 2000) PLB brand contribute to customer loyalty through increases store switching barriers, makes stronger image of retailers and offers value for money, creates competitive gain for retailers as they are found in particular stores only (Anselmsson and Johansson, 200) As per India Private Labels Apparels & Accessories Market Forecast & Opportunities, 207', the accessories & apparel segment is more projected to expand. It has been found that the apparel and accessories market in PLB is ruled by women wear as women are more experimental and lesser brand conscious. The focus on kids wear segment is also increasing by the retailers. 27 Copyright 206. Vandana Publications. All Rights Reserved.

2 Earlier some studies have been done on the brand related attributes but a very few studies are done with effect of brand related attributes towards private label apparel brands on consumer s purchase intention. It is found that all brand related factors shows significant relationship with the purchase intention of the customers as study done by Imran Khan et al. (202). Brand knowledge and brand advertisement have same influence on male as well female also. The key purpose of this study is to find the effects of various brand attributes (Brand knowledge (brand awareness, brand image)) on consumer s purchase intention towards private label brands in apparels. II. BRAND ATTRIBUTES 2. Brand Knowledge Brand knowledge can be identified as a kind of a linkage in a consumer s mind, comprises of nodes and associations among the nodes (Keller, 3), as well as a set of distinctive brand associations (Keller 8) that denote both brand awareness (whether and when consumers know the brand) and brand image (what links consumers have with the brand). Brand knowledge also indicates all descriptive & evaluative brand related information and speaks about the brand stored in consumers memory in terms of personal meaning (Keller, 2003a). Increasing the customer s knowledge about the brand through marketing initiatives supports companies to raise an optimistic attitude towards the brand in the customer (Rust et al., 2004). The optimistic attitude towards a brand assists them to create optimistic brand response to influence the purchasing action of the customer (Keller and Lehmann, 2006). 2.2 Brand Awareness Brand awareness is defined as the skill of a buyer to recall and identify a brand in diverse conditions (Aaker, 6). Brand awareness is made of brand recognition and brand recall. Brand recognition means ability to recognize a brand when there is a brand cue, whereas brand recall means consumers capability to watch a product category and recall the brand name accurately. Moreover, the most significant component in brand awareness is brand name (Davis, Golicic and Marquardt, 2008). Aaker (6) stated that brand awareness made of various stages. These are brand recognition, brand recall, top of mind, brand dominance, brand knowledge and brand opinion. Brand awareness is the necessary state for the creation of brand image (Keller, 3). It becomes easier for the consumer to associate with brand when brand has become well established in memory. Yoo et al. (2000) have recommended that quality perception, loyalty towards brand and brand awareness having positive association towards brand. The increase in level of brand awareness results in increase in perception about quality (Macdonald and Sharp, 2003) and brand equity as based on customer attitude. As per Schuiling and Kapferer (2004) awareness is indeed notably connected with many valued image dimensions. During buyer decision making process, awareness about brand plays an important function that it raises the probability of a brand s being counted in the final stage, affects decision of consumers even though there is no other brand association, and impacts the creation and power of brand associations Brand Association Brand identity explained as distinctive set of brand associations that the brand strategist desires to maintain or generate (Aaker, 6). The association speaks more about brand and implies a give your word to customers from the organization members. There are three types of brand associations like brand as product, as an organization and as a personality. Brand associations are important for markets and consumers. With the help of brand associations, marketers can differentiate, position and extent brand to develop their feeling and attitude towards brand while consumers make purchase decisions on the basis of brand associations to practice, arrange and recover information in memory (Aaker,, pp.0-3).the abstract or intangible character of a product make strong brand associations. Brand association can help with spontaneous information recall (van Osselaer and Janiszewski, 200) and this information can become the foundation of variation and extension (Aaker, 6b). Reardonet al. (2005) reflects that when a brand influences the interest and attention of shoppers as dominant as possible, the procedure can be known as an innovation strategy and indicatively the consumers in developing countries, in specific, depend on the brand for their buying, since their hopes are fulfilled with the brands they depend on. As per Ukpebor and Ipogah(2008), a strong brand effects attitudes of customers and creates a well built product association through brand. Researcher have recognized that brand association have a significant effect on consumer preference, option and intention of purchase, their readiness to pay a price premium for the brand, agree to brand extension and propose the brand to others (Park and Srinivasan, 4; Cobb-Walgren et al., 5; Agrawal and Rao, 6; Hutton, 7; Yoo et al., 2000) 2.4. Brand image Keller (3) defined Brand image is a set of brand association. Image of brand created from the perception of consumers about the brands, associations in the memory of consumers. Chen (200) stated in conclusion of research that brand can be separated built on three features which are attributes related to product, attributes related to non-product and benefits. The product deals with the physical and functional aspects. On the different side, attributes related to non-product are stated as marketing mix which contains packaging or product, 28 Copyright 206. Vandana Publications. All Rights Reserved.

3 price information, user imagery and user imagery (Keller, 3). The benefit features states the result of consumer after consuming or buying that product or service. Benefits are again separated into symbolic, experiential and functional benefits. Brand image stated as perceptions about a brand as indicated by brand association present in consumer memory (Keller 3). Basically, brand image can be stated as the consumer s feelings and thoughts related to brand (Roy and Banerjee, 2007). The brands messages creates a positive impact in contrast brand messages from competitors, when consumers have a positive brand image(hsieh and Li, 2008). So, brand image is key element of a behavior of buyer (Burmann et al., 2008) Brand image is considered as a consumer-built notion, due to consumers making a personal or image linked to the brand with regard to their perceptions and knowledge (Nandan, 2005). Gocek et al. (2007) analyzed that shopper got contentment towards textile industry relating to genders and discovered the relationship among customer satisfaction and brand image. Some researchers have put attention on cognitive experience like Lassar et al.(5), Keller(200) and Kim et al.(2003). Since no research has analyzed regarding sensory experience with a specific brand but Esch et al. (2006). Kim et al. (2003) and Kim et al.(200) and Keller, 200 has measured brand image through explanation of cognitive and emotional experience by customers. In order to measure brand image in holistic manner, researcher has taken already taken developed scale containing the two dimensions (i.e., cognitive experience, affective experiences). 2.5 Brand awareness and purchase intention Brand Awareness plays a key function in purchase intention because shoppers inclined to purchase a recognized and familiar product (Keller, 3; Macdonald & Sharp, 2000). Brand awareness can support buyers to identify a brand from a product group and accordingly takes decision to purchase (Percy & Rossiter, 2). Aaker and Keller (0) stated that increase in brand awareness and first-class image can stimulate loyalty of brand of the consumers, increase in the brand awareness, the increase in brand belief and purchase intention of the customers. Brand awareness plays a significant role in the consumer purchase intention, and consumers purchase decision influenced due to certain brands will assemble in consumers mind. Product bearing greater brand awareness will get greater consumer preferences because its having greater share of market and evaluations about quality (Dodds et al., ; Grewal et al., 8). III. HYPOTHESIS OF THE STUDY In the present study, an effort is to make to investigate the effect of brand awareness and brand association on purchase intention. For the same three fictitious were created and following null hypothesis were developed to test in this study. Null Hypothesis : There is no significant relationship between brand awareness and Purchase Intention. Null Hypothesis 2: There is no significant relationship between cognitive brand associations with Purchase Intention. Null Hypothesis 3: There is no significant relationship between emotional brand associations with Purchase Intention. Figure I Structural model shows the relationship between Brand attributes and Purchase Intention IV. RESEARCH METHODOLOGY The Sample The data was collected as a part of study to inspect effect of customers brand awareness, brand association on purchase intention. The survey method was taken as a part of research. The consumers of Pantaloons, West side and Wills lifestyle were taken as sampling unit. The sample size was taken as 04. A structured nondisguised questionnaire was prepared to collect the data as per the requirement of the research. The sampling method was used to collect the questionnaire. Some questionnaires were filled at the store while other questionnaires were given to students to get filled up through customers of mentioned stores. The Survey Measures Survey measures are taken from past studies. The questionnaire was segregated into four sections, include basic demographics of population, and next section into the brand awareness scale statements (Senthilnathan, S. and Tharmi, U, 20), brand image scale (cognitive brand association and emotional brand association) followed by purchase intention scale. For brand image, ten items are taken from Kaplan (2007) scale items, it was evaluated on basis of Likert-scale on five points (= strongly disagree, 5= strongly agree). Initial five items of this scale relates with cognitive brand associations, includes features related with physical part and functions of each products related to brands. Left over five items of scale relates with emotional brand associations which is used to measure features that 2 Copyright 206. Vandana Publications. All Rights Reserved.

4 individual attach herself or himself. Product appearance is significant for consumer decision making and marketing a product, Kaplan (2007) So, brand image scale of Kaplan (2007) was used to measure perceptions of consumers on product form on cognitive and emotional brand associations, suitable for the research. Purchase Intention is meant as the possibility to make a purchase. In this research, author adopts the research scale by Dodds.et.al (). They measures purchase Intention with three statements. Table- Reliability Statistics of Constructs Income Above Ordinary Advanced Graduate Masters/Profe Education ssional Government Semi-Govt. Private/NGO Self Employed Occupation Un-occupied The data was obtained from 04 consumers. Before observing the link between brand attributes and Purchase Intention, the strong point of the scale was measured by examining its reliability. The Instrument for the computation is coefficient alpha (Cronbach, ). In reliability statistics, the alpha coefficient was used to calculate the internal consistency of the items on the scale. Alpha value was measured to be.66 for Purchase Intention which was more than 0.6(Nunnally, 78) confirms that the scale shows good internal consistency. Table-2 exhibits the majority of females, i.e. 56 % are purchasing private label apparels in comparison to male (44%). It exhibits majority of consumers aged between (40%). Most of the respondents family income is above 30000, while education level of most of respondents is the Masters/Professional(60%), occupation wise the private/ngo are the highest buyers of private label apparels(i.e. 43%) Purchase Intention was measured on the basis of average of all statements (taken as dependent variable). In current study, Purchase Intention comprises of three statements. The F-statistics results (table-3) show the significant association between brand related attributes (Brand awareness, Brand associations) and consumers purchase intention (F , sig. =0.00) Anova table on Purchase Intention (Table-3) V. DATA ANALYSIS & MAJOR FINDING Summary of Demographic Analysis (Table-2) Variable Category Frequency Perce nt Gender Male Female Age above Family <= (Shows significant relationship between Purchase intention with Brand association and Brand Awareness) As shown in table 4, R square is measure of model explanatory power. It tells that explanatory variables (brand awareness and brand associations) have explained 47.8 % of the variation in purchase intention. 300 Copyright 206. Vandana Publications. All Rights Reserved.

5 Model Summary(Table-4) Significant relationship of brand attributes with Purchase Intention In order to find the significant relationship between brand attributes with Purchase Intention, simultaneous multiple regression was conducted. As from the table No-5, of coefficients, all the three items Brand awareness, cognitive brand association and emotional brand association having VIF values are.86,.7 and.22.. There is no issue of multi-collinarity as VIF<0. Among these three dimensions, Brand Awareness and emotional brand association were identified and have a significant impact on Purchase Intention whereas cognitive brand association (sig=.27) were identified as insignificant impact on purchase Intention. Results of the simultaneous multiple regressions tested for Consumers Purchase Intention (Table-5) Variable Beta(B) T(t) Sig. VIF Brand *.86 Awareness Cognitive Brand Association Emotional Brand Association *.22 Note: * P<0.05 level V. DISCUSSION & IMPLICATION Data analysis was done by using SPSS software for purchase intention, regression analysis, results indicated that two variables are significant i.e. related brand awareness and related brand association with model fit of R square=.478.on the contrary, for Beta value of brand awareness is.565, emotional brand association is.88. i.e. (H and H3) is supported. So, consumers are attempting to purchase the product due to brand awareness and emotional brand associations (emotionally attached with brand). Brand Awareness has impact on purchase intention because consumers can easily recall and recognize the brand, so it helps them to take purchase decision. The significant association between brand awareness and purchase intention has proved through result. 2. Cognitive Brand association shows that consumers are looking for the products which offer value, reliable, durable and good performance. 3. Emotional brand association means consumer is emotionally associated with brand which is looking for product similar to his own personality, feels good, increase social status and admired by his friends and others. The study contributed to the conceptualization of factors of brands on consumers purchase intention. Brand awareness, dimensions of brand equity, is a necessary condition for market success of durable and nondurable brands. The research study measures the association between the brands related attributes and consumers purchase intention towards private label apparels brands. This study will be helpful for researcher in making appropriate targeting and positioning strategies. It provides ideal platform for researcher to explore many dimensions of consumer buying behavior. VI. LIMITATIONS The study was conducted from three stores (Pantaloons, Westside and Wills lifestyle) in Ahmedabad city of Gujarat, India. The results of the same, if conducted in other part of.the country may vary. Other limitation of the research is that we identified the association between the consumer brand related attribute and purchase intention, however time constraints did not permit us to analyze the more exclusive stores in Ahmedabad. Some consumers were facing problem in filling the form due to language and some consumers were less interested in filling the form as it is time consuming. In this study we took few factors like brand awareness, brand image, but can be taken in the same study for further research. REFERENCES [] [2] ndmarkets.com/reports/20875/india_private_labels_appa rels_andaccessories [3] AC Nielsen (2005), The Power of Private Labels 2005: A Review of Growth Trends around the World, Available at: //users.ugent.be/~xgellync/rob/privatelabel_rms.pdf, (Accessed th February 207). [4] Aaker, D. A., & Keller, K. L. (0). Consumer evaluations of brand extensions. The Journal of Marketing, 54(), [5] Aaker, D.A. (). Managing brand equity: New York: Free Press. 30 Copyright 206. Vandana Publications. All Rights Reserved.

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