Abstract:
The rapid expansion of Sri Lanka’s supermarket industry has drastic competition
between national brands and private label brands. Store image has emerged as a key
factor driving consumer attitude towards PLBs and purchase intentions, particularly
for private label brands, which are often perceived as lower in quality than national
brands. This study examines how store image influences purchase intention towards
PLBs, with consumer attitude towards PLBs tested as a mediating variable. A cross sectional survey was conducted among 384 supermarket consumers in the Western
Province of Sri Lanka. The sample size was guided by the Krejcie-Morgan table,
while participants were selected using a convenience sampling approach due to
feasibility constraints, resources, and time limitations. Merchandise was found to be
the most influential dimension of store image, followed by store layout and service.
Consumer attitudes towards PLBs partially mediated the relationship between store
image and purchase intention, indicating that positive perceptions of store image
encourage favourable consumer attitudes towards PLBs, which in turn enhance
purchase intentions. Reliability and validity of the scales were used to measure
consistency and accuracy. Cronbach’s alpha values indicate (>0.9), and KMO values
also exceed the 0.5 threshold level. Correlation and regression analyses demonstrated
strong positive relationships among store image, its components, consumer attitude
towards PLBs, and purchase intention. Mediation analysis shows a partial direct
impact value (0.4886) and indirect impact value (0.4092). The findings show the
practical importance of enhancing merchandise and service to strengthen store image.
From a theoretical perspective, the study contributes to consumer behaviour literature
by demonstrating the mediating role of consumer attitude towards PLBs within the
store image and purchase intention relationship and contributes towards the cue
utilization theory.
