Visual Merchandising Impact on Intention to Buy Private Label Products at Modern Stores

This study develops a model to predict customer lifetime value for hypermarket private label products. It examines the relationships among store awareness, store image variables (i.e., service quality, price/value, convenience, and product quality), private label image, repurchase intention, and customer lifetime value and investigates the moderating role of image fit. The originality of this study lies in filling the gap of previous research on antecedents of private label customers’ behavior by considering store awareness, image fit, and customer lifetime value. Partial least squares structural equation modeling was used to analyze data. The results indicate the following. Store image variables (except product quality) and store awareness affect repurchase intention directly or indirectly through private label image. Image fit moderates the relationships between store image variables (except product quality) and private label image. Private label image facilitates customer lifetime value. This study provides several theoretical and practical implications for hypermarket private label product developments.

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The determinants of purchasing private label products

Marketing ◽

10.5937/markt2004283m ◽

2020 ◽

Vol 51 (4) ◽

pp. 283-293

Author(s):

Ivana Marković ◽

Biljana Rabasović ◽

Mlađen Vićentić

Keyword(s):

Regression Analysis ◽

Online Survey ◽

Economic Situation ◽

Private Label ◽

Price Sensitivity ◽

Consumer Loyalty ◽

Personal Interview ◽

Interview Method ◽

The Subject ◽

Private Label Products

A private label is developed by a retailer with the aim to achieve the largest possible market share, to suppress manufacturer's brands, to increase the margin and to gain consumer loyalty. The subject of this paper is to analyze the determinants of purchasing private label products. The aim of this paper is to examine whether the economic situation perception, price sensitivity, quality perception and the sense of "smart shopping" have an impact on the purchase of a private label products. Data were collected by personal interview method, via online survey 260 respondents were examined, and hypotheses were tested by regression analysis. The obtained results indicate that the price sensitivity and the smart shopping feeling have a positive statistical impact on the private label purchase, while in the case of the two remaining observed variables: perception of economic situation and quality, this impact is not statistically significant. The study is original while it identifies which determinants shape consumer behavior when it comes to buying a private label. As such, it can be useful for retailers to successfully develop and manage their own branded products.

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Improving Marketing Strategies for Private Label Products

10.4018/978-1-7998-0257-0 ◽

2020 ◽

Keyword(s):

Marketing Strategies ◽

Private Label ◽

Private Label Products

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The Evolution of Private Label Products in Turkey

Advances in Marketing, Customer Relationship Management, and E-Services - Improving Marketing Strategies for Private Label Products ◽

10.4018/978-1-7998-0257-0.ch001 ◽

2020 ◽

pp. 1-16

Author(s):

Yusuf Arslan

Keyword(s):

Literature Review ◽

Marketing Strategy ◽

Marketing Strategies ◽

Private Label ◽

Private Labels ◽

Developed Markets ◽

Marketing Activities ◽

Private Label Products

The purpose of this chapter is to reveal the recent situation in Turkey for private label products in detail and to create some insights for marketing professionals in terms of which marketing strategy to use for private labels to become more successful in the market. To reach this aim, a literature review has been made to understand the success of developed markets and to reveal the marketing strategies that would be proper to implement also in the Turkish market. Then, certain marketing strategies were proposed to the professionals in the Turkish market. One of the main solutions revealed in this study was the importance of creating premium private labels for the Turkish market. It was also understood that Turkish professionals can benefit from the successful marketing activities implemented by developed markets earlier.

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