Private Labels in Chile

The aim of this study was to contribute to the knowledge of Private Label (PL) brands in Chile. The question was whether there are differences in the perception between buyers and non-buyers and what factors affect the intention to purchase this type of brand. This involved an in-home survey in Temuco, Chile on the basis of multistage random sampling. Using a one-way ANOVA, it was determined that private label buyers are looking to save more on their purchases than non-buyers. They also had a better perception of the quality of these brands. Using linear regression, the main factors were obtained that determine the purchase intention: frequency of purchase and attitude towards private labels. The variable that affected attitude was mainly the perception of the quality of private labels. These results do not differ greatly from the studies conducted in Europe or the United States.