摘要：Background and Objective: In India, most of the customers are unaware of private label brands because of lack of promotional strategies. This research works to test the variables like store brand awareness, store perceived quality, store brand loyalty, store brand price image, store reputation and store commercial image and their impact on purchase intention for the private brands in India. Material and Method: The research design used in this study is explanatory where the cause effect relationship is being studied among the Purchase intention and its antecedents. The same have been tested for the Indian environment for private brands in India. The research was conducted on 266 respondents who shop from multi brand outlets within India. A standard scale was used for testing the hypothesis for the proposed model. The model was tested with the SEM technique. Result: The results showed that the proposed model was a good fit. The model showed a Chi-Square statistical value is 201.0333 at non-significant level (p = 0.0088). The result of RMSEA in this research is 0.0170. This makes the model fit by comparing the values with the data provided by the authors above. These values show a good model fit for the proposed conceptual model. Conclusion: The model was found to be fit for the Indian market. Most of the variables showed a positive correlation with the purchase intention of private brands.
