The Effect of Naming Strategy and Packaging on Perceived Quality and Purchase Intention of Private Label Brands

2015 ◽  
pp. 103-111 ◽  
Author(s):  
Siddhartha Sarkar ◽  
Dinesh Sharma ◽  
Arti D. Kalro
Keyword(s):  
Purchase Intention ◽  
Perceived Quality ◽  
Private Label ◽  
Private Label Brands

scholarly journals Mediating Role of Perceived Value on the Relationship Among Perceived Risks, Perceived Quality, and Purchase Intention of Private Label Brands

2021 ◽  
Vol 20 (1) ◽  
Author(s):  
Meenu Mathur ◽  
Sanjeevni Gangwani
Keyword(s):  
Purchase Intention ◽  
Perceived Value ◽  
Perceived Quality ◽  
Private Label ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Perceived Risks ◽  
Private Label Brands ◽  
Risk Dimensions

In the current competitive retail market, retailers constantly strive to deliver products to consumers at a better value. Consumers are becoming more price sensitive but still seeking quality products. A retailer can establish value with a brand. Consequently, retailers are introducing their own private label brands (PLBs), which also differentiate their products from competitors. The role of perceived value in the purchase behavior of PLBs and its relationship with quality and various risk dimensions has received scant consideration in the retailing literature. Our study suggests perceived value is a mediating part in associations amid perceived quality, perceived risks, and purchase intention of PLBs. A structural equation modeling approach was adopted to test the proposed hypotheses with a convenience sample of 458 consumers of retail department stores obtained via a cross-sectional survey. The results demonstrate that the role of perceived value is vital in strengthening the association of consumer-perceived quality and purchase intention of PLBs as well as minimizing the consumer’s risks as they intend to buy PLBs. Overall, the study contributes to the emerging retail and consumer behavior literature regarding the role of perceived value in purchase intention of PLBs.

scholarly journals THE EFFECT OF CONSUMER FACTORS AND STORE IMAGE WHICH IS MODERATED BY PLB IMAGE TOWARDS PLB PURCHASE INTENTION

2011 ◽  
Vol 10 (2) ◽  
Author(s):  
Maria Patricia Gautama ◽  
Jony Oktavian Haryanto
Keyword(s):  
Purchase Intention ◽  
World Economy ◽  
Private Label ◽  
Store Image ◽  
Good Opportunity ◽  
National Brands ◽  
Product Categories ◽  
Private Label Brands ◽  
Economy Condition ◽  
Product Manufacturer

Nowadays the development of Private Label Brands (PLBs) is increasing; this is proven by the increasing number of PLBs products in various product categories that we can found in several types of stores such as a supermarket, hypermarket format or in convenience store. PLBs have a very good opportunity in the market, considering many consumers are realizing that the price of PLBs which tend to be cheaper and with good qualities when compared with the price of national brands or product manufacturer. It also becomes interesting when it is known that the opportunities are widely open and it is proven with more and more retailers which aggressively producing PLBs. They give consumers more choices with a more affordable price but still provide good quality, especially in this world economy condition that tends to go down which of course also affect consumer purchasing power. By these reasons, the aim of the study is to determine whether the consumer and store image factors have a significant relationship in encouraging consumers to make PLB purchases, especially when it is moderated by PLB Image. The results showed that there are significant effect from consumer factors and stores image toward PLB purchase intention and its getting increase with the moderation of the PLB image.

scholarly journals Store-Related Factors Contributing to Offline Private Label Brands Purchase Intention among Gen Y Customers

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Sawanah Binti Mumin ◽  
◽  
Grace Ing Phang ◽  
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Sampling Technique ◽  
Private Label ◽  
Related Factors ◽  
Gen Y ◽  
Significant Relationships ◽  
Private Label Brands ◽  
Retail Format ◽  
The Relationship

The purpose of this study is to examine store-related factors contributing to the purchase intention towards private label brands (PLBs) among Gen Y customers in Kota Kinabalu, Sabah. Representing one of the biggest market segments in Malaysia, Gen Y is considered more open-minded to try new products than Baby Boomers. However, retail research focusing on Gen Y, particularly their buying intention of PLBs product, is scarce. A purposive sampling technique was utilised and a total of 300 questionnaires were distributed among Gen Y shoppers aged 23-39, who frequented supermarkets and drugstores. This study generated 240 usable responses (80% response rate). All the store-related variables were found to have significant relationships with attitude towards purchasing PLBs product, which in turn, affected purchase intention. Attitude mediated the relationships between all the store-related variables and purchase intention. Product category and retail format significantly moderated the relationship between attitude and purchase intention. This study benefits academic and marketing practitioners by expanding on previous literature towards customer behaviour, which the marketing practitioners could benefit from the private label initiative as well as have a better understanding of their target customers to further enhance the sales among the Gen Y customers.

scholarly journals THE PURCHASE INTENTION’S DRIVER OF PRIVATE LABEL BRANDS FROM THE HYPERMARKET STANDPOINT

2020 ◽  
Vol 2 (5) ◽  
pp. 01-14
Author(s):  
Ima Ilyani Ibrahim ◽  
Nur Hazirah Mohammad Yatim
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Private Label ◽  
Primary Data ◽  
Buying Behavior ◽  
National Brands ◽  
Northern Areas ◽  
Perceived Price ◽  
Private Label Brands ◽  
Extensive Information

These days, the consumer is starting to make changes in their buying behavior since the income is overwhelmed due to the economic pressure. Subsequently, the Private Label Brands (PLBs) are offering lower prices compare to National Brands (NB), and cause the consumer started to purchase PLBs to manage their expenses. The determination of this research is to study the Purchase Intention of Private Label Brands (PLBs) and identifies the predictors of Purchase Intentions for the store brands since there are shortcomings of previous studies regarding PLBs' main factors. The aims are to observe the relationship between Purchase Intention of Private Label Brands (PLBs) and Perceived Price, Perceived Quality, Perceived Value, and Perceived Risk. Primary data was collected through self-administered questionnaires to the respondents in Northern areas using mall intercepts. From the finding, there are significant and influential relationships between the DV and IVs. The results will certainly provide extensive information where retailers should focus to obtain a strategic competitive advantage by adding value to its products and services or reducing its own costs more effectively than its rivals in the industry.

scholarly journals Consumer Perceptions of Private Label Brands in Pakistan

2017 ◽  
Vol 5 (2) ◽  
pp. 1-22
Author(s):  
Sana Azar ◽  
Samra Chaudary ◽  
Ansa Mehmood
Keyword(s):  
Service Quality ◽  
Brand Loyalty ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Private Label ◽  
Private Label Brands ◽  
The Relationship ◽  
Positive Effect

As the world market share of private label brands (PLBs) increases, so does the importance of and need for research in this field. Given the growing presence of PLBs in Pakistan, this study aims to examine the effects of service quality on PLB image, which we hypothesize affects purchase intention and brand loyalty. We also measure the mediating effect of perceived risk on the relationship between PLB image and purchase intention. Based on a sample of 348 respondents, we apply a structural equation model and find that (i) service quality has a positive effect on PLB image, (ii) PLB image has a positive effect on purchase intention, (iii) PLB image has a positive relationship with perceived risk, although this does not mediate the relationship between PLB image and purchase intention, and (iv) purchase intention translates positively into brand loyalty.

In-store marketing of private labels: applying cue utilisation theory

2020 ◽  
Vol 49 (1) ◽  
pp. 145-163
Author(s):  
Sita Mishra ◽  
Gunjan Malhotra ◽  
Garima Saxena
Keyword(s):  
Emerging Market ◽  
Perceived Quality ◽  
Private Label ◽  
New Delhi ◽  
National Brand ◽  
Content Type ◽  
National Brands ◽  
Price Consciousness ◽  
Private Label Brands ◽  
Brand Promotion

PurposeThe purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.Design/methodology/approachThis study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.FindingsThis study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.Originality/valueThis study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.

Sign in / Sign up

Export Citation Format

Share Document