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When Measuring the Actual Purchase of Private Labels: Attitude Dethrones the Price Sensitivity

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Sedki Karoui

    (IHEC Sfax, Sfax University)

  • Samy Belaid

    (EM Normandie Business School and Metis Lab)

  • Jérôme Lacoeuilhe

    (Université Paris-Est Créteil - IUT Sénart-Fontainebleau, Administrator of IUT of Sénart-Fontainebleau)

Abstract

The aim of this study is to investigate the behavioral influence of four different factors presumably affecting the purchasing behavior of private-label brands (PLB), namely the price sensitivity, consumer trust, attitude toward PLB, and store brand loyalty. A quantitative research was conducted with shoppers who purchase from French retail chains (Carrefour, Casino, Leclerc, and Intermarché). Data derived from 479 respondents have been analyzed using the binary logistic regression technique. Results indicate that attitude toward PLB and less loyalty positively influence the actual purchase behavior of PLB, while no significant effect has been found on the price sensitivity. Moreover, logistic regression analysis reveals that the attitude toward PLB predicts the event Y = 1 (actual purchase), exceeding other factors. Findings of this study challenge the traditional belief toward PLB, showing that consumers no longer buy PLB because they are cheap.

Suggested Citation

  • Sedki Karoui & Samy Belaid & Jérôme Lacoeuilhe, 2021. "When Measuring the Actual Purchase of Private Labels: Attitude Dethrones the Price Sensitivity," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad (ed.), Advances in National Brand and Private Label Marketing, pages 77-88, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76935-2_10
    DOI: 10.1007/978-3-030-76935-2_10
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