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Consumer Values: A Hidden Motivator of Private Label Consumption

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Advances in National Brand and Private Label Marketing (NB&PL 2020)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

Private label purchases have become a mainstay of consumer shopping in the fast-moving consumer goods (FMCG) sector, with 98% of U.S. consumers purchasing private label brands (Market Force Information 2014). However, private label usage is not uniform across consumer groups. According to Store Brands (2017), 10% of shoppers are heavy users of private label brands, while 41% of shoppers are light users. Although work on the consumer private label purchasing decision exists, much of the research centers on consumer characteristics. The lens of consumer characteristics is limited in depth. We seek to extend the view of the consumer decision to purchase private label brands through the lens of personal values. Personal values relate to personal goals, which act as guiding principles of one’s life. In marketing, Vinson et al. (1977) mentions the importance of personal values; examining values allows research to test beyond consumer demographic and even psychographic characteristics. Therefore, establishing the link between consumers’ personal values and private label brands provides a much richer understanding of a consumer’s motivation to purchase private label brands.

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Authors and Affiliations

  1. Appalachain State University, Boone, USA

    Atanas Nik Nikolov

  2. Oakland University, Rochester, USA

    Brandon Gustafson

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  1. Atanas Nik Nikolov
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  2. Brandon Gustafson
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Correspondence to Atanas Nik Nikolov .

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Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martinez-Lopez

  2. Department of Economics and Business, University of Almería, La Cañada de San Urbano, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Department of Marketing, KU Leuven, Antwerp, Belgium

    Els Breugelmans

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Nikolov, A.N., Gustafson, B. (2020). Consumer Values: A Hidden Motivator of Private Label Consumption. In: Martinez-Lopez, F., Gázquez-Abad, J., Breugelmans, E. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2020. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-47764-6_1

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