Effect of Consumer Value Perception on Consumer Purchase Intention: A Case of Private Label Apparels

Consumer values are the foundation of every successful purchase and motivate customers to buy more. The purpose of this research study is to explore the effect of customer value perception on consumer purchase intention for private label apparels. Further, the mediation effect of perceived quality between customer value perception and consumer purchase intention is also determined. A total of 800 valid questionnaires are collected from consumers who are regularly buying private label apparels. In order to analyse the data, techniques such as exploratory factor analysis, confirmatory factor analysis and structural equation modelling are employed to evaluate the proposed framework. The findings reveal that financial, functional, individual and social value perceptions positively influence the perceived quality of private labels. Value perceptions of respondents also influence the consumer purchase intention except for the functional and social value perception. Consumer purchase intention is directly influenced by perceived quality. Furthermore, with the exception of social value perception, the findings imply that perceived quality mediate between the distinct consumer value perception (CVP) and purchase intention of private label apparels. Relevant implications are provided by this study which helps the retailers in better understanding customer value perception and concentrating on improving CVP.