Buying Intention, Acceptability and Frequency of Purchase: Analyzing their Determinants using SEM

Considering the growing relevance of Indian retail sector, this research aims to study the consumer buying behaviour towards national brands (NB). More in detail, this research shall explore the determinants of buying intention, acceptability and frequency of purchase developing a model for consumer buying behaviour toward NB. A structured questionnaire was provided to the respondents across Delhi (National Capital Region). At the first stage, exploratory factor analysis (EFA) has been used to test dimensionality of the data with the aim to produce a set of items reflecting the meaning of the relative construct. Then, structural equation modelling (SEM) has been implemented using AMOS in order to test the validity of the overall model and the relationships among the selected variables. Results revealed that consumer buying intention, acceptability and frequency of purchase brands are influenced by promotion, brand awareness and image. It is also interesting to note that loyalty is directly influenced by value for money. This relation provides useful implications: customer loyalty could be developed by managing reasonable price and quality for NB.