The change in market trends, of late, is marked by the growth of 'brands' for consumable items. Now, people prefer 'branded' products even for household use instead of random selection. Keeping in view the changing trend, this study explores the factors influencing purchase of private brands in Karachi and to understand how those factors affect the purchase intentions of consumers towards private brands. With the help of available literature a conceptual framework is developed to examine the

more »

... tors influencing purchase intentions of consumers towards private brands. In order to test the hypotheses a self-administered questionnaire was distributed in the major areas of Karachi, which resulted in 255 useful responses. These responses are tested through the regression technique to validate the hypotheses. The findings of the study indicate that the perceived price and quality are two main factors that affect the purchase intention of consumers for private brands in Pakistan. Therefore the store owners and marketing managers of private brands need to focus on devising policies that can ensure high quality of private brands with the most reasonable prices to make private brands a success in Pakistan.