Title : Influence of Consumer personal Involvement on

Store brand
Purpose: Personal involvement is an important factor in consumer
behavior only few studies has focused on it with regard to store brand buying
proneness. The purpose of this study is to examine how consumer
involvement affects their buying intention in store brands shopping
condition.
One can expect that the involved consumer will ignore or reject store brand
products. However one can expect this involved consumer who is exposed to
store brand while shopping will show an intention to purchase these
products.

Variables
We formulate a conceptual frame work to evaluate the effect of consumer
personal involvement in store brand. Personal involvement is consist of three
type of values functional ,symbolic and economic. And two established
variables were brand familiarity and value for money.
Economic involvement: It means consumer when buying product they look
for the price of product and their budget also.
Symbolic involvement: It means when consumer is giving preference to
brand quality.
Functional involvement: It means when we do wrong purchase at
supermarket it may includes risk.
Market mavens: It means when we talk for a group recommend the
product to group.
Stability tendency: It means when we dont go for diversification and
brand loyal.
Relationship
The data is collected through random sampling of 914 adult shoppers And
we used structural equation modeling.
These finding show that economic involvement had positive significant and
direct and indirect effect on store buying intention. Symbolic involvement

had a significant but less effect on it. And functional personal involvement
had less and indirect effect of it.
Industry /product
Grocery store or retail store
Data analysis
We use AMOS 19 and Structural equation Modeling (SEM) .The path analysis
results show that whole fit statistic and exhibit an acceptable level of fit.

Conclusion
We conclude that more consumer influence on store branded products. The
effect of personal influence has been subject to considerable research
attention. Many researcher constructed to emerge propose that involvement
is determined in away by individual. Personal interst relevance or importance
are also popular.