Abstract
The aim of this conceptual paper is to present a selection of the factors affecting purchase of private label products in grocery, integrating the existing literature about private label and purchase motivations. The factors have been chosen by the prevailing literature and by retailers’ experiences synthesized by different secondary data sources. Each of the 13 factors is contextualized to private label products, generating some questions about consumer perceptions and preferences, which represent the core of a research in progress regarding the Spanish, German and Italian market experiences.
The selection of the factors aims at building a model useful to understand the role and the weight of each variable than the other ones and to analyse how the combination between factors change according to different markets, channels, retailers or product categories. The selection implies an integrated and systemic use of the whole list of factors that represents the originality of the paper and could contribute to build future research, searching for answers about the reasons why consumers increasingly buy private label.
Although this paper represents the result of communal considerations of the Authors, the paragraph 1 and the Conclusions have been elaborated by Marcello Sansone, the paragraph 2 has been elaborated by Roberto Bruni, the paragraph 3 has been elaborated by Annarita Colamatteo.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aaker, D. (2004). Strategia Di Gestione Del Brand Portfolio. Creare Rilevanza, Differenziazione, Energia, Leverage E Chiarezza. Milano: Franco Angeli.
Ailawadi, K. L., Neslin, S. A., & Gedenk, G. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1), 71–89.
Ailawadi, K. L., Pauwels, K., & Steenkamp, E. M. (2008). Private label use and store loyalty. Journal of Marketing, 72, 19–30.
Apelbaum, E., Gerstner, E., & Naik, P. A. (2003). The effects of expert quality evaluations versus brand name on price premiums. Journal of Product and Brand Management, 12(3), 154–165.
Ashokkumar, S., & Gopal, S. (2009). Diffusion of innovation in private labels in food products. The Icfai University Journal of Brand Management, 6(1), 35–56.
Batra, R., & Sinha, I. (2000). Consumer-level factors moderating the success of private label brands. Journal of Retailing, 76(2), 175–191.
Bettman, J. (1984). Relationship of information-processing attitude structures to private brand purchasing behaviour. Journal of Applied Psychology, 59(1), 79–83.
Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), 293–306.
Busacca, B., & Chizzoli, C. (2014). Le Decisioni Del Consumatore: Valore Percepito E Soddisfazione. Egea Spa.
Castaldo, S., Premazzi, K., & Grosso, M. (2013). Retail and channel marketing. Cheltenham, UK: Edward.
Cristini, G. (1994). Il posizionamento della marca commerciale nella Gdo italiana. Trade Marketing, 11, 47–48.
Cristini, G. (2014). Non piĂą Private Label ma Marca del Distributore, Marca by BolognaFiere 2014.
Dalli, D., & Romani, S. (2003). Acquirenti E Processi Di Acquisto Dei Prodotti Di Marca Commerciale. In G. Lugli (A Cura Di), Branding Distributivo. Milano: Egea.
Danziger, S., Hadar, L., & Morwitz, V. G. (2014). Retailer pricing strategy and consumer choice under price uncertainty. Journal of Consumer Research, 41(3), 761–774.
De Cannière, M. H., De Pelsmacker, P., & Geuens, M. (2010). Relationship quality and purchase intention and behavior: The moderating impact of relationship strength. Journal of Business and Psychology, 25(1), 87–98.
De Wulf, K., Odekerken-Schroder, G., Goedertier, F., & Van Ossel, G. (2005). Consumer perceptions of store brands versus national brands. Journal of Consumer Marketing, 22(4), 223–232.
Dolekoglu, C. O., Albayrak, M., Kara, A., & Keskin, G. (2008). Analysis of consumer perceptions and preferences of store brands versus national brands: An exploratory study in an emerging market. Journal of Euromarketing, 17(2), 109–125.
Gao, L., & Simonson, I. (2016). The positive effect of assortment size on purchase likelihood: The moderating influence of decision order. Journal of Consumer Psychology, 26(4), 542–549.
Godderidge, P., Johansson, N., & Larsson, L. (2016). Private labels and generation dislo (Y) al-the impact of private labels on store loyalty within the Swedish grocery retail industry.
IRI. (2016). Global private label report. Bracknell, UK.
Iyengar, S. (2010). The art of choosing. London: Little Brown.
Kahn, B. E., Chernev, A., Böckenholt, U., Bundorf, K., Draganska, M., Hamilton, R., & Wertenbroch, K. (2014). Consumer and managerial goals in assortment choice and design. Marketing Letters, 25(3), 293–303.
Karray, S., & MartĂn-Herrán, G. (2008). Investigating the relationship between advertising and pricing in a channel with private label offering: A theoretic model. Review of Marketing Science, 6(1), 1–37.
Koschate-Fischer, N., Cramer, J., & Hoyer, W. D. (2014). Moderating effects of the relationship between private label share and store loyalty. Journal of Marketing, 78(2), 69–82.
Koutsimanis, G., Getter, K., Behe, B., Harte, J., & Almenar, E. (2012). Influences of packaging attributes on consumer purchase decisions for fresh produce. Appetite, 59, 270–280.
Kuvykaite, R., Dovaliene, A., & Navickiene, L. (2015). Impact of package elements on consumer’s purchase decision. Economics and Management, 14, 441–447.
Levy, M., & Weitz, B. A. (2006). Retailing management (6th ed.). Boston, MA: McGraw-Hill/Irwin.
Myers, J. G. (1967). Determinants of private brand attitude. Journal of Marketing Research, 4(1), 73–81.
Nochai, R., & Nochai, T. (2011). The influence of sale promotion factors on purchase decisions: A case study of portable Pcs in Thailand. International Proceedings of Economics Development and Research, 11, 130.
Parker, P., & Kim, N. (1997). National brands versus private labels: An empirical study of competition, advertising and collusion. European Management Journal, 15(3), 220–235.
Pastore, A., Fornari, E., & Cecconi, V. (2007). Sviluppo E Riposizionamento Delle Marche Commerciali. Finanza, Marketing E Produzione, 2, 61–86.
Paulwels, K., & Srinivasan, S. (2004). Who benefits from store brand entry. Marketing Science, 23(3), 364–390.
Putsis, W. P., Jr., & Dhar, R. (2001). An empirical analysis of the determinants of category expenditure. Journal of Business Research, 52(3), 277–291.
Ravazzi, C. (2011). Visual Merchandising: Per Sviluppare La Vendita Visiva Nei Punti Di Vendita Di Ogni Tipo E Dimensione (Vol. 34). Milano: Francoangeli.
Richardson, P. S., Jain, A. L., & And Dick, A. (1996). The influence if store aesthetics on evaluation of private label brands. Journal of Product Brand Manage, 5(1), 19–28.
Rubio, N., & Yagüe, M. J. (2009). The determinants of store brand market share. A temporal and cross-sectional analysis. International Journal of Market Research, 51, 501–519.
Sansone, M. (2014, Settembre 18–19). Lo Store Brand Come Driver Strategico Del Processo Di Differenziazione E Posizionamento Competitivo Delle Insegne: Indirizzi Evolutivi E Competenze Di Marketing Dei Retailer. XI Convegno Sim, Modena.
Simonson, I. (1999). The effect of product assortment on buyer preferences. Journal of Retailing, 75(3), 347–370.
Sinha, I., & Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International Journal of Research in Marketing, 16(3), 237–251.
Sprott, D. E., & Shimp, T. A. (2004). Using product sampling to augment the perceived quality of store brands. Journal of Retailing, 80(4), 305–315.
Steenkamp, J. B. E. M. (1989). Product quality. An investigation into the concept and how it is perceived by consumers. Assen/Maastricht: Van Gorcum.
Ter Braak, A., Geyskens, I., & Dekimpe, M. G. (2014). Taking private labels upmarket: Empirical generalizations on category drivers of premium private label introductions. Journal of Retailing, 90(2), 125–140.
Wells, L. E., Farley, H., & Armstrong, G. A. (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35(9), 677–690.
Zaghi, K., Mauri, C., & Borghini, S. (2008). Atmosfera e visual merchandising: ambienti, relazioni ed esperienze: il punto vendita come luogo e strumento di comunicazione. Milano: Franco Angeli.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing AG
About this paper
Cite this paper
Sansone, M., Bruni, R., Colamatteo, A. (2017). Selecting Factors Affecting the Purchase of Private Label Products. In: MartĂnez-LĂłpez, F., Gázquez-Abad, J., Ailawadi, K., YagĂĽe-GuillĂ©n, M. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-59701-0_13
Download citation
DOI: https://doi.org/10.1007/978-3-319-59701-0_13
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-59700-3
Online ISBN: 978-3-319-59701-0
eBook Packages: Business and ManagementBusiness and Management (R0)