The purpose of this thesis is to analyse the composition of the Danish consumer’s buying intention of the premium private label Princip in the Danish retail chain Føtex. This paper seeks to identify the individual drivers behind the buying intention, i.e. the consumer’s attitude, the consumer’s social norm and the consumer’s perceived behavioural control by using Ajzen’s theory of planned behaviour as the main theory. For every driver identified relevant theories are included in the theoretical framework. Desk research and interviews with consumers and experts in the retail branch are conducted in order to indentify relevant drivers. A questionnaire is distributed online in order to collect empiric data from Danish consumers. 562 respondents completed the survey. 393 respondents know or recognise Princip and answered the questions regarding their buying intention of Princip in Føtex. Data is analysed by structural equation modelling in SPSS. Factor analysis, regression analysis, and reliability tests are conducted. Social norm and perceived behavioural control are removed from the analysis due to relevant missing direct questions and low reliability score. Seven factors are indentified in the analysis as being able to contribute significantly to explaining the variance in the attitude. The model explains 51.6% of the variance in the attitude. Buying intention is only explained by attitude by 26.9% due to the removal of social norm and perceived behavioural control. This thesis will be a contribution to the limited literature within the subject of premium private label. The results are relevant to the academic world as well as marketers within the retail branch Because of the relatively low degrees of explanation in the models, further research should be done as it would be wisely not to take any strategic action based directly on these results.
|Educations||MSc in Economics and Marketing, (Graduate Programme) Final Thesis|
|Number of pages||182|