Factors that affect consumer purchase intention of house brands in Singapore

Abstract

Understanding what influences consumer buying behavior is one of the first steps to take when supermarkets design their marketing strategy. The purpose of this paper is hence to investigate the factors that influence the buying behavior of consumers of house brands in local supermarkets. In addition, we would be looking into how the behavior is affected when the house brands are further classified into perishables and non-perishables. From the various academic studies already conducted by researchers, we deduce a comprehensive framework of what affects consumer buying behavior by identifying several key antecedents. For the purpose of our analysis, we have collected data from a total of 130 or so respondents. Our results indicate that our preconception that consumers’ buying behavior is affected by the particular product category they are buying has not been proven, and brand loyalty is the factor that has the greatest influence on the buying behavior of house brands.