PURCHASE INTENTION FOR Α PRIVATE LABEL BRAND: DIRECT IMPACT OF FACTORS INCLUDING PRICE SENSITIVITY, UNDERSTANDING BRAND, IMAGE OF PRIVATE BRANDS AND MENTAL IMAGE OF STORE; (CASE STUDY: ETKA CHAIN STORES)

Abstract

This paper intends to examine the direct impact of factors including Price sensitivity, Understanding Brand, Image of Private Brands and Mental image of store on Purchase intention of Eteka brands. This is aimed to examine the main purchase factors for customers' better purchase from Eteka chain stores. In this study, Simple random sampling was used to gather the necessary data among 300 purchasers of Eteka brands from two Eteka chain stores across Tehran. Two methods library and field methods have been used to collect data. Thereafter, the data collected as well as research hypotheses using SPSS software has been tested and examined. The results have shown that Understanding Brand, Image of Private Brands and Mental image of store affect customers' Purchase intention from private brands, but, Price sensitivity has not effect on customers' Purchase intention from private brands.