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Understanding the Role of Consumer Factors and Store Factors in Private Label Purchase

Author

Listed:
  • Jayakrishnan S.
  • Rekha Chikhalkar
  • Ranjan Chaudhuri

Abstract

Purpose- Indian retail sector is witnessing a steady growth of private labels or store brands in food category. The study primarily looks into understanding the consumer preference for private labels or store brands in food category and the role of consumer and store factors in store brand purchase in this category. Consumer responses are collected from the city of Trivandrum (India) using structured questionnaire. Five point Likert scale is used to measure the factors. Responses are collected from consumers at organized retail outlets and households. Structural equation model is used to understand the role of consumer and store factors in private label purchase. Factors like perceived quality, product familiarity, shelf space allocation and private label quality belief are found to have a significant role in determining the private label purchase in food category. n relationship among regions is very important. Finally, some policies about fiscal exnpenditure and economic development are proposed.

Suggested Citation

  • Jayakrishnan S. & Rekha Chikhalkar & Ranjan Chaudhuri, 2016. "Understanding the Role of Consumer Factors and Store Factors in Private Label Purchase," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(7), pages 223-223, June.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:7:p:223
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    References listed on IDEAS

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    1. Abhishek & Koshy, Abraham, 2008. "Quality Perceptions of Private Label Brands: Conceptual Framework and Agenda for Research," IIMA Working Papers WP2008-02-04, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Bao, Yongchuan & Bao, Yeqing & Sheng, Shibin, 2011. "Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation," Journal of Business Research, Elsevier, vol. 64(2), pages 220-226, February.
    3. Krueckeberg, Harry F. & Hamilton, John R., 1981. "Consumer Perceptions Of National, Generic, And Private Brand Grocery Products," Journal of Food Distribution Research, Food Distribution Research Society, vol. 12(1), pages 1-9, February.
    4. Joseph Kaswengi & Mbaye Fall Diallo, 2015. "Consumer choice of store brands across store formats: A panel data analysis under crisis periods," Post-Print hal-01743958, HAL.
    5. Abhishek, 2011. "Private Label Brand Choice Dynamics Logit model involving demographic and psychographic variables," IIMA Working Papers WP2011-01-07, Indian Institute of Management Ahmedabad, Research and Publication Department.
    6. Wolinsky, Asher, 1987. "Brand Names and Price Discrimination," Journal of Industrial Economics, Wiley Blackwell, vol. 35(3), pages 255-268, March.
    7. Kaswengi, Joseph & Diallo, Mbaye Fall, 2015. "Consumer choice of store brands across store formats: A panel data analysis under crisis periods," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 70-76.
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    Cited by:

    1. Sbonelo Gift Ndlovu & Shalen Heeralal, 2023. "Exploring the Perceptions of Grocery Retail Managers on Private Label Brands in South Africa," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, January.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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