Factors affecting the consumers’ purchase intention for Satra’s private label products in Ho Chi Minh City
Published: July 22, 2026
Abstract
This study measures the impact of factors affecting the consumers’ purchase intention for Satra’s private label products in Ho Chi Minh City, Vietnam. The study finds out that there are six factors affecting the purchase intention of consumers towards Satra’s private label products. These factors, listed in the descending order of impacting level, are (1) confidence, (2) perceived value for the money, (3) perceived price, (4) perceived quality, (5) attitude toward private label brands, and (6) brand awareness. Based on these findings, some management implications are proposed to help Satra supermarket chain better understand the purchasing intentions of their consumers and have effective marketing strategy to increase the sales of its private label products.
Keywords
private brandSatrasupermarketpurchase intentionHo Chi Minh City
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