EFFECT OF LIKING, BRAND NAME AND PRICE ON PURCHASE INTENTION FOR BRANDED, OWN LABEL AND ECONOMY LINE CRISP SNACK FOODS

The effect of liking, brand and price label on purchase intention were studied on crisp snacks in branded, supermarket own label and economy form. Unlabeled assessment segregated the products into differing levels of liking which did not correspond to marketed price and brand location. Level of liking dominated purchase intention under partial label (price or brand alone) and full label (price with brand) conditions. Relative and derived purchase intention measures gave clearer label effects with significance for brand and price. Consumers who professed higher price awareness were more influenced by price, but those professing brand as a main purchase intention reason gave more weight to liking. Results from analysis of purchase intention and degree of liking measures according to private body conscious level were inconclusive.