Determinants of perception towards private label brands in Zimbabwe: The role of product category

2013 ◽  
Vol 3 (12) ◽  
Author(s):  
Sarah Nyengerai ◽  
Albert Musekiwa ◽  
Thulani Dube
Keyword(s):  
Product Category ◽  
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.

An Insight into Private Label Brands

2009 ◽  
Vol 34 (2) ◽  
pp. 259-273
Author(s):  
Sudhanshu Sekhar Kar ◽  
Rohit Prashar
Keyword(s):  
Market Share ◽  
Private Label ◽  
Retail Sector ◽  
Retail Market ◽  
Private Labels ◽  
Private Label Brands ◽  
Insight Into

The recent booming of organised retail sector in India has also opened up vast scope for private label players in the market. As retail players are quick to grab a bigger and bigger slice of the retail pie, a new challenge in the shape of private label brands are raising their heads to upturn the applecart of the manufacturer brands. These private label players are no longer seen as cheap me-too products. Rather they are increasingly seen as competitors to the established brands as they lure the random buyers and toss-ups to their fold. Hence it is no wonder that the private label players are playing an increasing role from day to day in the market. They offer less priced products, satisfy local tastes even sometimes their products are of superior quality as compared to established brands. This article therefore, tries to look into the role of private labels in retail market outlining their growth, market share, problems and perspectives.

scholarly journals A Study on Connecting Customers through Presence of Regional Brands in Food Retailing

2017 ◽  
Vol 4 (1) ◽  
pp. 55-59
Author(s):  
S. Franklin John ◽  
Sheeja Ramakrishnan
Keyword(s):  
Profit Maximization ◽  
Retail Trade ◽  
Private Label ◽  
Retail Industry ◽  
Market Demand ◽  
Indian Market ◽  
Food Retailing ◽  
For Profit ◽  
Private Label Brands

The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. The India retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the year 2010. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. The study examines the role of regional brands in connecting customers in food retailing.  Private labels or store brands are on escalating journey for growth in last few years in Indian market. The growth of private label brands (PLBs) is quite impressive in food and grocery segment, in spite of presence of leading national manufacturers brands in most of the categories. Though, initially PLBs were considered as cheap alternatives and therefore visible in copycat and generic categories, today they are a part of well defined retail mix strategy, are developed in value innovators and premium categories for profit maximization and customer loyalty.Int. J. Soc. Sc. Manage. Vol. 4, Issue-1: 55-59

scholarly journals Private Label Motivators and Product Category Association: An Empirical Study

2015 ◽  
Vol 14 (3) ◽  
pp. 1-14
Author(s):  
Ritu Srivastava
Keyword(s):  
Empirical Study ◽  
New Products ◽  
Product Category ◽  
Private Label ◽  
Private Labels ◽  
Indian Context ◽  
Retail Strategy ◽  
New Generation

Private labels are important contributors in a retail strategy, especially when the industry starts maturing and competition starts intensifying. While modern trade  penetration in India is still low, the proportionate private label growth is much higher owing to a new generation of  shoppers that is open to trying out new products and brands. It is thus important to understand the private label motivators in India and also to understand the role of product category in the private label decision. This  particular study aims at these two objectives in the Indian context.

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.

Propensity to buy private label merchandise

2015 ◽  
Vol 43 (1) ◽  
pp. 43-62 ◽  
Author(s):  
Justin Beneke ◽  
Alex Brito ◽  
Kerry-Anne Garvey
Keyword(s):  
Perceived Risk ◽  
Product Category ◽  
Relative Price ◽  
Private Label ◽  
Store Image ◽  
Breakfast Cereal ◽  
Content Type ◽  
Willingness To Buy ◽  
Private Label Brands ◽  
Strategic Imperative

Purpose – Establishing and/or developing a portfolio of private label brands (PLBs) is a strategic imperative for most retail chains. The purpose of this paper is to construct, and validate, a holistic conceptual model to investigate the effect of perceived product quality, relative price and risk on perceived product value and, ultimately, willingness to buy these brands. In addition to this, the study seeks to investigate the potential role of store image as an antecedent within the model. Design/methodology/approach – A survey of middle to upper income shoppers was administered in order to determine the magnitude of the above-mentioned effects. The study focused on the market segment of private label breakfast cereal consumers within South Africa. Findings – All relationships in the model were found to be significant at the 5 per cent level, except for store image on perceived risk. The strongest relationship, by some margin, was that between perceived value and willingness to buy PLBs. Practical implications – The myth that a powerful store image can necessarily mitigate high levels of consumer risk was dispelled. In general, the results may be used to glean further insight into the consumer’s approach to buying PLBs and shape brand managers’ actions in building these brands. Originality/value – This study draws on the collective works of Beneke et al. (2013), Snoj et al. (2004) and Sweeney et al. (1999) in exploring this issue. However, the research advances the discussion by considering a low-involvement product category and the inclusion of an additional antecedent – store image.

scholarly journals Private Label Motivators and Product Category Association: An Empirical Study

2015 ◽  
Vol 14 (4) ◽  
pp. 47-60 ◽  
Author(s):  
Dr. Ritu Srivastava
Keyword(s):  
Empirical Study ◽  
New Products ◽  
Product Category ◽  
Private Label ◽  
Purchase Decision ◽  
Indian Context ◽  
Retail Strategy ◽  
New Generation ◽  
Label Strategy

Abstract Private labels are important contributors in a retail strategy, especially when the industry starts maturing and competition starts intensifying. While modern trade penetration in India is still low, the proportionate private label growth is much higher owing to a new generation of shoppers that is open to trying out new products and brands.It is thus important to understand the private label motivators in India and also to understand the role of product category in the private label decision. This particular study aims at these two objectives in the Indian context. The findings of the study indicate that product category does have an intervening role in the customer’s private label purchase decision. The implications need to be assessed and incorporated in the private label strategy of the retailers.  

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