Appendix – A

UNIVERSITY OF MADRAS
DEPARTMENT OF MANAGEMENT STUDIES

Dear Sir / Madam,

I would like to introduce myself as a Research Scholar pursuing Ph.Dprogramme on full time

basis in the Department of Management Studies, University of Madras. You are invited to

participate in this research entitled “A Study on Purchase Behaviour and Satisfaction of

Consumers towards Private Label Brands(PLBs) Apparel”. I would be grateful if you could

kindly fill in the questionnaire and share your experience. The information that you share with us

will be kept strictly confidential and be used purely for academic purpose only.

Thanking you.

PART 1: DEMOGRAPHICPROFILE (Please choose tick option whichever is applicable

to you)

1.0. Gender 1.1 Male  1.2 Female 

2.0 Marital status 2.1 Married  2.2 Unmarried 

3.0. Family Type 3.1. Nuclear  3.2. Joint 
4.0. Age groups (yrs) 4.1 Below 20 yrs 4.2. 21-30 yrs 4.3. 31-40 yrs
4.4. 41 -50 yrs 4.5. 51 -60 yrs 4.6. Above 61 yrs
5. 0. Educational Qualification
5.1. No formal education 5.2. Up to HSC  5.3. Under Graduate 
5.4. Post Graduate  5.5. Professionals
6. 0. Occupation 6.1. Student  6.2. Employed  6.3. Business
6.4. Homemaker  6.5. Retired 

7. 0. No. of Family Members7.1. 2  7.2. 3  7.3. 4 

7.4. 5  7.5. 6 and above 

8. 0. Monthly Income of the family (in Rs.)

8.1. Below 20,000  8.2. 20,001 -30,000 
8.3. 30,001 -40,000 8.4. 40,001 -50,000 
8.5. Above Rs.50,001 

PART 2: SHOPPING PATTERN

9.0.Frequency of visiting a mall to buy apparels
9.1. Monthly or casual visit
9.2. Birthday / anniversaries 
9.3. Festival time
9.4. Family function 
9.5. Discounts offered / seasonal offer sales 
10.0Shoppingdaypreference
10.1. Weekdays 
10.2 Weekend
11.0 Type of apparels you buy from PLBs
11.1 Party wear 
11.2. Formals 
11.3. Casuals 
 11.4. Fancy wear 
11.5. All the above 
12.0Average expenditure per visit (in Rs)
12.1. Less than 3000
12.2. 3001-5000
12.3. 5001-7000
12.4. 7001 - 9000
12.5. More than Rs 9000 

PART 3: KNOWLEDGE AND USAGE OF PRIVATE LABEL BRANDS

13.0.Please indicate your level of awareness of private label brand products.

High Moderate Low

14.0.How often you purchase private label brand products?

Regularly  Often  Sometimes  Rarely

15.0.Kindly specify the factors which motivated you to purchase the private label
brand apparels. Please rank it. (1 for highest, 7 for lowest)
Factors influencing purchase of private label brands Rank

Quality
Durability
Design
Material
Pricing
Availability
Promotions

16.0. Please indicate source of awareness regarding PLB apparels. (Please tick whichever is
applicable)
(i) Print media (Newspapers/ Magazines/Handouts/Design Models)
(ii) Electronic media (TV/Screens/FM Radio/Web/Mobile)
(iii) Outdoor media (Hoardings/digital displays/Exhibitions/Seasonal sales ads)
(iv) Acquaintances (Family, friends, relatives, associates)
(v) Showroom staff
 17.0.What is your level of satisfaction with PLB apparels ?
Highly satisfied Satisfied Somewhat satisfied
Dissatisfied Highly dissatisfied

18.0. What is your re-purchase decision towards PLB apparels ?

Will definitely buy  Will probably buy May or maynot buy
Will probably not buy Will definitely not buy

19.0.What measures can improve the customer satisfaction of PLB users?

Standard quality and durability
Trendy designs
Competitive pricing
Wide availability and accessibility
Indoor and outdoor ads

PART 4:

19. Please rate your perception regarding intrinsic influencers with respect to PLB apparel
(Please tick whichever applicable)

SD – Strongly Disagree =1; D – Disagree=2; ASE -Agreed to some extent = 3, A- agree = 4,

and SA-strongly agree = 5.

Poor = 1, Satisfactory = 2, Fair = 3, Good = 4, Excellent = 5

Perceived Quality SD D ASE A SA

19.1 PLB apparels would be of very good 1 2 3 4 5

quality.

19.2 PLB apparels appear to be durable& reliable 1 2 3 4 5

.

19.3 PLB apparels quality is not less than other 1 2 3 4 5

well-known branded products.

19.4 PLB apparels quality is matched with the 1 2 3 4 5

expectation.

Perceived Value Poor Satisfa Fair Goo Excel

ctory d lent

19.5 Economic value (benefits versus costs) 1 2 3 4 5

 19.6 Emotional value (feelings generated by 1 2 3 4 5
utility)

19.7 Social value (enhances self in social groups) 1 2 3 4 5

19.8 Overall value of the PLB apparels 1 2 3 4 5

Perceived Risk SD D ASE A SA

19.9 I feel PLB apparels may have risks due to 1 2 3 4 5

low price.

19.10 I feel suspicious with the ingredients and 1 2 3 4 5

materials used.

19.11 When I am considering a private label 1 2 3 4 5

apparel brand, I will choose very carefully.

20. Please rate your perception regarding extrinsic influencers with respect to PLB apparel
(Please tick whichever applicable)

Brand Image SD D ASE A SA

20.1 The PLB apparels which I use have created 1 2 3 4 5

a distinct image in my mind.

20.2 PLB apparels are innovative and 1 2 3 4 5

pioneering.

20.3 PLB apparel manufacturers do business in 1 2 3 4 5

an ethical way.

20.4 PLB apparels are successful. 1 2 3 4 5

20.5 PLB apparels deliver good brand image to 1 2 3 4 5

its customers.

Social Influence SD D ASE A SA

20.6 I buy PLB apparel on my friend’s 1 2 3 4 5

 recommendations.

20.7 I generally receive good recommendations 1 2 3 4 5

about PLB apparel.

20.8 I get influenced by the brand worn by most 1 2 3 4 5

of my acquaintances.

Promotion SD D ASE A SA

20.9 PLB apparels have complimentary product 1 2 3 4 5

combination.

20.10 There is free coupon for PLB apparel 1 2 3 4 5

purchase.

20.11 PLBs have good discounts and concession. 1 2 3 4 5

20.12 PLBs have good fitting. 1 2 3 4 5

Pricing

20.13 Price of PLB apparels is reasonable. 1 2 3 4 5

20.14 Price of PLB apparels reflects quality. 1 2 3 4 5

20.15 Price of PLB apparels is affordable. 1 2 3 4 5

20.16 Price of PLB apparels is below the market 1 2 3 4 5

average.

21. Please rate your attitude towards PLB apparel (Please choose an option for each row).

Trust SD D ASE A SA

21.1 In my opinion, PLB apparels deserve to be 1 2 3 4 5

purchased.

21.2 The PLB apparels I am currently wearing 1 2 3 4 5

works on the principle of comfort and elegance.

21.3 The PLB apparels I am wearing is respected. 1 2 3 4 5

21.4 PLB apparel manufacturers are mainly 1 2 3 4 5

 concerned with the consumers’ interests.

Familiarity SD D ASE A SA

21.5 I am quite familiar with PLB apparels (image 1 2 3 4 5

and publicity).

21.6 I often buy PLB apparels. 1 2 3 4 5

21.7 I am aware of the PLB apparel’s usage (design, 1 2 3 4 5

material, quality, finish).

Lifestyle SD D ASE A SA

21.8 PLB apparels define my personality better. 1 2 3 4 5

21.9 PLB apparels make me feel good especially 1 2 3 4 5

when interacting with group(s).

21.10 PLB apparels have been worn in my family for 1 2 3 4 5

many years.

23. Please rate your perception regarding purchase decision with respect to PLB apparel
(2lease choose an option for each row).

Purchase Decision SD D ASE A SA

22.1 I make PLB apparels purchase decision after 1 2 3 4 5

thorough evaluation.

22.2 My PLB apparels purchase decision is well 1 2 3 4 5

accepted by others.

22.3 My PLB apparel purchase decisions have been 1 2 3 4 5

mostly wise decisions.

22.4 I make PLB apparels purchase decisions as it 1 2 3 4 5

gives good value for money.

22.5 I make PLB purchase decision as it has 1 2 3 4 5

Customised service in the selection of apparels.

22.6 I make PLB apparel purchase decision, because 1 2 3 4 5

 the benefits outweigh the cost

23. Please rate your perception regarding satisfaction with PLB apparel (Please choose an
option for each row).

Individual Satisfaction SD D ASE A SA

23.1 I am satisfied with the PLB apparels offers / 1 2 3 4 5

promotions.

23.2 I am satisfied with the PLB apparels costing. 1 2 3 4 5

23.3 PLBapparel manufacturers have a range of 1 2 3 4 5

products that satisfy my needs.

23.4 I am satisfied with the PLB apparels quality and 1 2 3 4 5

finish.

23.5 I am satisfied with the PLB apparels integrated 1 2 3 4 5

marketing communication.

Usage Value Satisfaction

23.6 Functional benefits are satisfied. 1 2 3 4 5

23.7 Value for customers through quality, reliability 1 2 3 4 5

and trusted products
23.8 My choice to use private label brand apparels 1 2 3 4 5
has been a wise one.
23.9 Emotional benefits are fulfilled in PLB 1 2 3 4 5
apparels.
ShoppingSatisfaction

23.10 I am very much pleased on experiencing Private 1 2 3 4 5

label apparel brand shopping experience.
23.11 Time spent on shopping private label apparel 1 2 3 4 5
brands is truly enjoyable.
23.12 I enjoy private label apparel brand shopping for 1 2 3 4 5
my own sake, not just for the items I purchase.
23.13 While shopping, I try to forget my problems. 1 2 3 4 5
 Fashion Trend Satisfaction

23.14 Innovation is a continued process to satisfy the 1 2 3 4 5

changing needs.
23.15 Seasonal products are arranged for customer 1 2 3 4 5
use.
23.16 Customer brand relationships are maintained 1 2 3 4 5
well.
24.17 Fashion and trends are upgraded as market 1 2 3 4 5
needs.

25. Please rate your perception regarding re-purchase intention with respect to PLB
apparel (Please choose an option for each row).

Re-Purchase Intention SD D ASE A SA

25.1 I would buy PLB apparels to ensure quality. 1 2 3 4 5

25.2 The PLB apparel I use is my first choice among 1 2 3 4 5

available brands.

25.3 I will continue to buy PLB apparels irrespective 1 2 3 4 5

of price changes.

25.4 If I want to buy products in the future, given 1 2 3 4 5

the choice, I probably will buy private label
brand products.
25.5 It is likely that I will purchase PLBs in next six 1 2 3 4 5
months.

26. Any suggestion would like to give to improve the customer satisfaction towards Private
Label Brands (PLBs) in the apparel industry
___________________________________________________________

Thank you for your kind co-operation

 LIST OF PUBLICATIONS AND PRESENTATIONS

PUBLICATIONS

 Bharathi. B & Devamaindhan. B, (2017, August). Private Label Brands in Indian Retail

Industry – An Overview : International Journal of Business Intelligence & Innovations,

Vol. (3), 90-93

 Bharathi. B & Devamaindhan. B, (2017, October). Consumer Attitude towards Private

Label Apparels – An Overview with special reference to Chennai . Journal of

Management 4 (2), 296 – 303

 Bharathi. B & Devamaindhan. B, (2017). Consumer Buying Behaviour towards Private

Label Brands in Apparel Retail with reference to Chennai. Jour of Adv Research in

Dynamical & Control Systems, 15 – Special Issue, 936 – 940

 Bharathi. B & Devamaindhan. B, (2018, November). Determinants of Purchase Intention

of Private Label Brands : An empirical study with reference to consumers of Chennai

city. International Journal of Basic and Applied Research, Vol 8 (11), 174 – 186.

 Bharathi. B & Devamaindhan. B, (2019, April). Factors of Purchase Intention and

Customer Satisfaction in Private Label Brand Apparels : An Assessment through SEM

Model. International Online Multidisciplinary Journal, Vol 2 (2), 238 – 249.

PRESENTATION

 Presented a paper entitled ”Knowledge Management and Practices in IT Industry” in the

International seminar on Strategies for Global Business Issues and Challenges of

Emerging Economics, at Justice Basheer Ahmed Sayeed College for Women

 Presented a paper on “ SAP – An Integrated Leader In Enterprise Resource Planning

Software” in 6th International Conference on “ Banking , Finance, Business &

Technology for sustaining Economic Development in Global Market” at Sai Ram

Institute of Management Studies.