As majority of the present day consumers are considering brands as an important element in their choice of decision making while purchasing, it is pertinent that sellers should capitalize on the type of brands they are offering to consumers. Both private labels and global brands have their own advantages and disadvantages over each other mainly in terms of pricing and quality factors. However, the main motive the consumers are looking forward is to buy a product which would effectively satisfy their requirements. If they find a product which satisfies their needs effectively, they buy it irrespective of whether it is a private label or a global brand. Even the price of the product may not be a major factor in such a case. This study focused on the preference and intention among consumers towards buying of private label products, especially retail apparel products. This study examined the causal relationships between six antecedents of customer perceived preference identified in this study as fashion consciousness, attitude, store image, price, quality, and store loyalty with regard to the purchase intention of private label brand apparels. The model was evaluated using data collected from 292 customers from different malls in Bangalore in 2016-17. The findings revealed that customers' attitude played a significant role in their purchase behaviour towards private label brand apparels.

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