Direct And Indirect Effect Of Store Awareness And Store Perceived Quality On Store Brand Choice.Empirical Evidence From Selected Supermarket Retail Industry In Kenya.

Abstract

The aim of this study was to examine the direct and indirect effect of store awareness and store perceived quality on store brand choice. Explanatory research design and systematic sampling technique was used to collect data with the aid of a questionnaire from a sample size of 384 of shoppers. Reliability test of the research instrument was done by the use of Cronbach alpha. In order to test the hypotheses, and the mediation effect, bootstrapping procedure was followed by testing the direct and indirect effect. The findings shows the significant direct effect of store awareness on both store brand choice and store perceived quality. Store perceived quality was also found to significantly, positively and directly affect store brand choice. Lastly the result shows that Store perceived quality mediates the relationship between Store awareness and Store brand choice, hence providing new knowledge in research literature. Marketers have to recognize the central role of perceived product and service quality through creation of awareness strategies like having unique symbols or logos of their stores in order to be able to anticipate store royalty from customers and consequently purchase behavior.