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
الموضوعات :
Maryam Sharghi Mojarad
1
(Islamic Azad University South Branch)
Mohammad Bameni Moghadam
2
(Full professor, Allameh Tabataba’i UniversityAllameh Tabataba'i University
and
Islamic Azad University South Branch)
Shabnam Fani
3
(Assistant Professor, Allameh Tabataba’i University)
الکلمات المفتاحية: Service Quality, Purchase Intention, perceived risk, Private label goods image, store image, Price consciousness,
ملخص المقالة :
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.
