Influencing the Intensity to Pay for Private Labels: The Role of Quality Perception and Consumer Loyalty in Indian Context - An Quantitative Modeling Mahalaxmi K. R.*, Dr. Joseph A. Velanganni**, Dr. Annette B.*** *Research Scholar, Department of Management Studies, Bharathidasan Institute of Technology, Anna University, Trichirappalli, Tamilnadu, India **Associate Professor, Department of Youth Welfare Studies, Madurai Kamaraj University, Madurai, Tamilnadu, India ***Professor and Director, M.A.M. B-School, Trichy, Tiruchirappalli, India Online published on 2 August, 2016. Abstract Private label brand is a trademark, which can be originate on the wrapping of the product and sold in a specific sequence of store at low prices. Since they consider worth of the product is more essential than price. The study aims to find out how quality perception dimension variables, that is extrinsic and Intrinsic factors affects private label brands has its impact on consumer satisfaction and consumer loyalty. Primary data were collected, structured questionnaire administered to 2114 consumers shopping in two leading retail outlets in various places of in and around the Tamil Nadu state namely Chennai, Coimbatore, Madurai and Trichy. Data was collected with the direct interview from the respondent who came out of the retail outlet of Reliance and Spencer's and who purchase private label in food and grocery categories in the specified retail store. Using SPSS some of the relevant tools like multiple regression and Reliability test was administered. Using Smart PLS package structural equation model was developed. Dimensions taken to measure the quality perception of private label brand are Price of the Product, Quality of the product, Packaging and Advertisement, Service Quality, Reputation of the Store, Consumer Attitude, Perceived value and perceived risk further found that consumer loyalty and consumer attitude significantly influencing the consumer to purchase the Private Label Brand. The knowledge of this concept could help retailer in improving and developing retail strategies on quality perception of Private Label Brands. Top Keywords Private label brand, Quality perception, Consumer loyalty, Consumer Attitude, and Reputation of the Store. Top |