sajm





SAJM VOL 30.3(6)

Effect of Household Size and Age on Consumer Perceptual Factors Influencing Store Brand Purchase Intention: A Multi-group Analysis

C N S Ramnath Babu and Anuradha Prashant

DOI: https://doi.org/10.62206/sajm.30.3.2023.119-140

PUBLISHED : 07 NOV 2023

Abstract

This empirical study investigates the impact of household size and age on consumers’ responses to store brand attitudes. It also assesses the consumers’ propensity to purchase private labels by measuring perceptual factors such as perceived quality of store brand, price consciousness, store image, and deal proneness. This quantitative study used a structured questionnaire to collect data from 424 respondents in an Indian metropolis, who were selected using the convenience sampling method of surveying and the mall intercept strategy. The multi-group comparison analysis showed that the perceived quality of store brands vs national brands appeared as an important prestore factor in both the >=5 household size-groups and the 40-year-old age-group, impacting store brand attitudes. The younger consumer group is reported to be more influenced by in-store promotions. The larger households were found to give higher weightage to the products’ intrinsic quality as compared to the price. This research adds value to the literature on consumer behavior towards storebrand products in a retail environment. The study findings enhance the understanding of consumer behavior, which will aid retailers and marketers in better segmenting and targeting predisposed individuals by communicating the perceptual variables that shape their decision-making towards favorable behavior, and thereby develop a competitive advantage.

Key Words

Consumer behavior, Household size, Consumer age-groups, Private labels, Purchase intention, Store brands

Author Biography

C N S Ramnath Babu
Assistant Professor, Bharathidasan Institute of Management, BHEL Complex, MHD Campus, Tiruchirappalli 620014, Tamil Nadu, India; and is the corresponding author. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Anuradha Prashant
Assistant Professor, M. O. P. Vaishnav College for Women, Nungambakkam High Road, Chennai 600034, Tamil Nadu, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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