A DEMOGRAPHIC STUDY ON PERCEPTION, ATTITUDE AND PURCHASE INTENTION TOWARDS PRIVATE LABEL PRODUCTS IN OMAN
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Abstract
There are limited consumer behaviour studies focusing on private label food product in Oman. This study therefore intended to understand purchase intention, attitudes and perceptions of consumers in general. The demographic variables such as age, income level, educational background, etc. that predict consumer perception, attitude and purchase intention towards private label brands and national brands has been found here. Primary data has been collected through structured questionnaire. Data has been collected from 400 retail consumers and analysed through SPSS. The results showed that the consumers have different perceptions towards private label brands when compared to national brands. The key findings show that the factors that are found to have significant influence on perception are educational background, Income level, Marital Status, Family size, Mode of shopping. The demographic variables that have significant influence on attitude and purchase intention are gender, Age, Income level, Family size.References
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About the Authors
Dr.Vinay Gupta: Head of Research Unit, Muscat College, Oman
Dr. Shefali Tiwari: Professor (Business Management) Shri Raojibhai Gokalbhai Patel Gujarati Professional Institute of Management, Indore (M.P.)
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