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THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS' PURCHASING PRIVATE LABELS

Year 2017, Volume: 4 Issue: 1, 28 - 33, 30.03.2017
https://doi.org/10.17261/Pressacademia.2017.368

Abstract

Purpose- Private labels in the consumer packaged goods have experienced a worldwide growth in availability and market share in recent years. Retailers offer private labels in many different product categories to attract new consumers and gain sustainable consumption. The growing penetration of private labels in a markets and acceptance by the consumer provides sales and profits for retailers. The changes in consumers’ life styles, purchasing behaviours and expectations led changes in consumption patterns. For the consumers, private labels represent the choice and opportunity to purchase many variety of  products at savings compared to other brands, without waiting for promotional pricing. The private label products are going a long way toward answering the need for affordable packaged goods for consumers. This research aims to investigate the dimensions that are important to consumers during their purchase of private labels.  Methodology- In this study it is aimed to examine consumer attitudes related to private labels. The variables which have effect on the attitudes that consumers develop towards the private label products were examined. Convenience sampling method is used in face to face survey and data collected from 447 consumers who buy private labels. The hypotheses of this study are developed through mentioned purposes and t-tests, correlation and regression analysis were conducted. Findings- Price conciousness, value conciousness and consumer innovativeness variables have an influence on consumers’ attitude towards private labels. Price conciousness  variable has the greatest effect on private label attitude. Conclusion- Price and value conciousness are the major determinants of consumers’ purchase decision of private labels. Price consciousness is the most important factor on the consumers’ attitude towards private labels and purchase behavior. Consumers who are more sensitive to price and value, prefer private label products while shopping. According to their experiences these consumers believe that private labels are reliable and can be used instead of expensive alternatives. 

References

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  • Batra, R. and Sinha I. 2000, “Consumer-Level Factors Moderating The Success Of Private Label Brands”, Journal of Retailing, vol. 76, no.2, pp. 175–191.
  • Beneke, J. 2010, “Consumer perceptions of private label brands within the retail grocery sector of South Africa”, African Journal of Business Management, vol.4 no.2, pp. 203-220.
  • Binninger, A.-S.2008, “Exploring the relationships between retail brands and consumer store loyalty”, International Journal of Retail and Distribution Management, vol. 36, no.2, pp. 94-110.
  • Burt, S.2000, “The Strategic Role of Retail Brands in Biritish Grocery Retailing ”, European Journal of Marketing, vol.34, no.8, pp.875-890.
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  • Chandon J-L., and Diallo M.-F.2011, “Consumer choice of Private Label Brands in the French market:Proposition and test of a partial mediation model”, 10th International Conference Marketing Trends, Paris, pp.1-25.
  • Boutsouki C., Zotos Y., Masouti Z.2008, “Consumer Behaviour towards Own Label: monitoring the Greek experience”, Agricultural Economics Review, vol. 9, no. 1, pp. 81-92.
  • Corstjens, M., Lal, R.2000, “Building store loyalty through store brands”, Journal of Marketing Research, vol. 37, pp.281–291.
  • DelVecchio D.2001, “Consumer perceptions of private label quality: the role of product category characteristics and consumer use of heuristics”, Journal of Retailing and Consumer Services, vol. 8, pp.239-249.
  • Dick A., Jain A., Richardson P.1996, “How Consumers Evaluate Store Brands”, Journal of Product & Brand Management, vol. 5 no. 2, pp.19- 28 .
  • Gabrielsen T.S., Sorgard L.2007, “Private labels, price rivalry, and public policy”, European Economic Review, vol. 51, pp. 403–424.
  • Semeijin, J., Riel A., Ambrosini A.B. 2004, “Consumer Evaluations of Store Brands: Effect of Store image and Product Attributes ”, Journal of Retailing and Consumer Services, vol.11, no. 4, pp. 247-258.
  • Wu P. C.S., Yeh G. Y.-Y, C. Hsiao.2011, “The effect of store image and service quality on brand image and purchase intention for private label brands”, Australasian Marketing Journal, vol. 19, pp. 30–39.
Year 2017, Volume: 4 Issue: 1, 28 - 33, 30.03.2017
https://doi.org/10.17261/Pressacademia.2017.368

Abstract

References

  • Baltas, G. and Argouslidis, C. 2007, “Consumer characteristics and demand for store brand”, International Journal of Retail and Distribution Management, vol.3, no.5,pp. 328-341.
  • Batra, R. and Sinha I. 2000, “Consumer-Level Factors Moderating The Success Of Private Label Brands”, Journal of Retailing, vol. 76, no.2, pp. 175–191.
  • Beneke, J. 2010, “Consumer perceptions of private label brands within the retail grocery sector of South Africa”, African Journal of Business Management, vol.4 no.2, pp. 203-220.
  • Binninger, A.-S.2008, “Exploring the relationships between retail brands and consumer store loyalty”, International Journal of Retail and Distribution Management, vol. 36, no.2, pp. 94-110.
  • Burt, S.2000, “The Strategic Role of Retail Brands in Biritish Grocery Retailing ”, European Journal of Marketing, vol.34, no.8, pp.875-890.
  • Burton ,S., Lichtenstein, D.R., R. G. Netemeyer and 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, vol. 26, no. 4, pp. 293-306
  • Chandon J-L., and Diallo M.-F.2011, “Consumer choice of Private Label Brands in the French market:Proposition and test of a partial mediation model”, 10th International Conference Marketing Trends, Paris, pp.1-25.
  • Boutsouki C., Zotos Y., Masouti Z.2008, “Consumer Behaviour towards Own Label: monitoring the Greek experience”, Agricultural Economics Review, vol. 9, no. 1, pp. 81-92.
  • Corstjens, M., Lal, R.2000, “Building store loyalty through store brands”, Journal of Marketing Research, vol. 37, pp.281–291.
  • DelVecchio D.2001, “Consumer perceptions of private label quality: the role of product category characteristics and consumer use of heuristics”, Journal of Retailing and Consumer Services, vol. 8, pp.239-249.
  • Dick A., Jain A., Richardson P.1996, “How Consumers Evaluate Store Brands”, Journal of Product & Brand Management, vol. 5 no. 2, pp.19- 28 .
  • Gabrielsen T.S., Sorgard L.2007, “Private labels, price rivalry, and public policy”, European Economic Review, vol. 51, pp. 403–424.
  • Semeijin, J., Riel A., Ambrosini A.B. 2004, “Consumer Evaluations of Store Brands: Effect of Store image and Product Attributes ”, Journal of Retailing and Consumer Services, vol.11, no. 4, pp. 247-258.
  • Wu P. C.S., Yeh G. Y.-Y, C. Hsiao.2011, “The effect of store image and service quality on brand image and purchase intention for private label brands”, Australasian Marketing Journal, vol. 19, pp. 30–39.
There are 14 citations in total.

Details

Journal Section Articles
Authors

Ebru Enginkaya

Publication Date March 30, 2017
Published in Issue Year 2017 Volume: 4 Issue: 1

Cite

APA Enginkaya, E. (2017). THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS. Research Journal of Business and Management, 4(1), 28-33. https://doi.org/10.17261/Pressacademia.2017.368
AMA Enginkaya E. THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS. RJBM. March 2017;4(1):28-33. doi:10.17261/Pressacademia.2017.368
Chicago Enginkaya, Ebru. “THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS”. Research Journal of Business and Management 4, no. 1 (March 2017): 28-33. https://doi.org/10.17261/Pressacademia.2017.368.
EndNote Enginkaya E (March 1, 2017) THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS. Research Journal of Business and Management 4 1 28–33.
IEEE E. Enginkaya, “THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS”, RJBM, vol. 4, no. 1, pp. 28–33, 2017, doi: 10.17261/Pressacademia.2017.368.
ISNAD Enginkaya, Ebru. “THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS”. Research Journal of Business and Management 4/1 (March 2017), 28-33. https://doi.org/10.17261/Pressacademia.2017.368.
JAMA Enginkaya E. THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS. RJBM. 2017;4:28–33.
MLA Enginkaya, Ebru. “THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS”. Research Journal of Business and Management, vol. 4, no. 1, 2017, pp. 28-33, doi:10.17261/Pressacademia.2017.368.
Vancouver Enginkaya E. THE FACTORS AFFECTING THE ATTITUDE OF CONSUMERS’ PURCHASING PRIVATE LABELS. RJBM. 2017;4(1):28-33.

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