Role of Store Image and Service Quality on Imaging Goods with Private Label and Its Influence on Promoting Purchase Intention: A Case Study of Hyperstar Customers

Journal of Industrial Strategic Management

مقاله 7، دوره 1، شماره 3، بهمن 2016، صفحه 71-82   

نوع مقاله: Original Article

نویسندگان

Maryam Sharghi Mojarad¹؛ Mohammad Bameni Moghadam^{* 2}؛ Shabnam Fani³

¹Islamic Azad University South Branch

²Full professor, Allameh Tabataba’i UniversityAllameh Tabataba'i University and Islamic Azad University South Branch

³Assistant Professor, Allameh Tabataba’i University

چکیده

Retailers’ brands maker with private label have significantly boosted market share in recent years. Creating new brands for goods or services provide differentiation with similar distributors. The main aim of this paper is to test which component can be more effective in consumers’ purchase intention based on using private label for goods’ image. This research data was collected by prior studies and a designed questionnaire. Our statistical population consists of customers and consumers of Hyperstar store in west of Tehran, Iran. The sample size of this study was determined by Cochran formula (n=196), which 200 questionnaire was distributed among the customers. Designed hypothesis tests were performed using Student's t-statistic as implemented in SPSS software. The results of this study indicate that service quality, perceived risk and price consciousness of the customer have not significant influenceon purchase intention. Furthermore, the effect of these elements on purchase intention is also rejected.
 

کلیدواژه‌ها

Private label goods image؛ store image؛ Service Quality؛ perceived risk؛ Price consciousness؛ Purchase Intention