An Optimal Approach on Customer’s Purchase Intention towards Store-Brands in Modern Retailing Organizations

Abstract

Over the last few decades, the world of retailing has seen a tremendous change. Today, retail industry
reached altogether new heights. It is witnessing an unprecedented change. Economic meltdown coupled with
technological advancements is reshaping the retail landscape faster. Today, consumer expectations of goods and
services, their perceived value and environment today, are almost totally different and relatively more advanced
than those of consumers of five years before. Such challenges are posing threat to certain retailers while certain
other retailers are finding novel opportunities out of it. Above all, retail industry throughout the globe is going
to witness an action-packed, dramatic episode.
In this connection, it is felt imperative to conduct a study on customers' purchase intention on brand of
stores of various national retail chains. The study attempts to investigate customers' purchase intention towards
store brands in Andhra Pradesh, the newly emerged state after bifurcating from Telangana in 2014.