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The Attitudes And Purchase Intentions Towards Private Label Products, In The Context Of Economic Crisis: A Study Of Thessalonian Consumers

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  • Samit CELA,

    (The University of Sheffield, International Faculty, Leontos Sofou 3, Thessaloniki 546 26, Greece Author-Name :Stela CAZACU
    Moldova State University, Alexei Mateevici, Str., Nr. 60, MD-2009, Chisinau, Moldova)

Abstract

The purpose of this study is to identify, in the context of the economic crisis, the Greek consumers’ attitudes and purchase intentions towards private label brands, particularly towards food private label products. It uses an adapted conceptual framework and tests several hypotheses. Measures were adopted from previous literature. Self-administered questionnaires were developed and distributed to approximately 120 respondents who are residents of Thessaloniki. Six of the seven hypotheses are supported empirically, out of which two are validated partially. Thus, perceived quality, perceived risk, perceived benefits (i.e., price and packaging), trust, perceived economic situation and income level influence purchase intention towards private label products. Based on the findings, several recommendations to the retailers and recommendations for further research are provided.

Suggested Citation

  • Samit CELA,, 2016. "The Attitudes And Purchase Intentions Towards Private Label Products, In The Context Of Economic Crisis: A Study Of Thessalonian Consumers," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(Special I), pages 1-10, august.
    • Handle: RePEc:scm:ecofrm:v:5:y:2016:i:s:p:10
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    File URL: http://ecoforumjournal.ro/index.php/eco/article/view/452/289
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    References listed on IDEAS

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    1. Boutsouki, Christina & Zotos, Yorgos & Masouti, Zafeiria, 2009. "Consumer Behaviour towards Own Label: monitoring the Greek experience," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 9(01), pages 1-12.
    2. Kalogianni, Irini Tzimitra & Kamenidou, Irene & Priporas, Konstantinosvasilios & Tziakas, Vasilis, 2002. "Age and gender affects on consumers' awareness and source of awareness for food-related private-label brands," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 3(01), pages 1-14, January.
    3. K. Sudhir & Debabrata Talukdar, 2004. "Does Store Brand Patronage Improve Store Patronage?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 143-160, March.
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    Cited by:

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    2. Lestari, Diyan, 2019. "Measuring e-commerce adoption behaviour among gen-Z in Jakarta, Indonesia," Economic Analysis and Policy, Elsevier, vol. 64(C), pages 103-115.

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