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Private Label Products Buying Decisions: A Comparative Analysis on Consumer Perspective

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Marcello Sansone

    (University of Cassino and Southern Lazio)

  • Laura Bravi

    (Carlo Bo University of Urbino)

  • Annarita Colamatteo

    (University of Cassino and Southern Lazio)

  • Federica Murmura

    (Carlo Bo University of Urbino)

  • Maria Anna Pagnanelli

    (University of Cassino and Southern Lazio)

  • Fabio Musso

    (Carlo Bo University of Urbino)

Abstract

The purpose of this study is to understand which factors have influence on the private label products buying decisions. A survey was conducted on a sample of consumers of food products. The have been collected through the administration of a questionnaire to 587 consumers in the Italian market. Results have been analyzed with the Extra Tree Classifier methodology, which allows to measure the importance of each variable included in the model, also in case of correlation between variables. The results show that consumers’ choice seems to be influenced by groups of heterogeneous variables related to: the perception of consumers on the product, the satisfaction of post-consumption, the role of the store, and the trust built over time by retailers. The results of the study provide useful indications on the role of the private label products in retailers’ assortments.

Suggested Citation

  • Marcello Sansone & Laura Bravi & Annarita Colamatteo & Federica Murmura & Maria Anna Pagnanelli & Fabio Musso, 2021. "Private Label Products Buying Decisions: A Comparative Analysis on Consumer Perspective," 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 41-46, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76935-2_6
    DOI: 10.1007/978-3-030-76935-2_6
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