EXPLORING THE RISK PERCEPTION DIMENSIONS THAT INFLUENCE CONSUMER’S ATTITUDE ON PURCHASE INTENTION OF PRIVATE LABEL BRANDS - A CONCEPTUAL FRAMEWORK

In the present retail sector, the store brands are gaining more attraction now a day. Store brands are brands created by retailer and carried all the merchandise by our own products in their own shops. The store brands also called as private label brands. The private label brands just a brand on behalf of which the seller have to acquire entire task commencing growth, supplying as well as warehousing toward retailing with promotion. Risk perception is able to clarify like consumers' uncertainty happening in the consequences of their purchasing choices. Main intention behind this study is to present the conceptual framework leading to the proportions of risk perception that characterizes consumer attitude leading to buying intention of store brands Perceived risk can explained as consumers' uncertainty towards consequences of consumers purchasing choices. Perceived risk thought that the consumer about the purchase of a particular product from a retailer while it may or may not be correct. In this conceptual framework, the perceived risk model deals with fewer than six proportions. The proportions are functional risk, social risk, physical risk, financial risk, psychological risk as well as time risk. By the way, another intention of this study is to examine the consequences of risk perception dimensions during understanding the attitude of buyers and their purchase intentions of private label brands.