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Profiling Private-Label Avoiders

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  • Larson, Ronald B.

Abstract

Many food retailers offer private-label products because of the strategic benefits they provide. Growing private-label sales could be advantageous for both retailers and private-label manufacturers. Conventional wisdom leads us to believe it would be ineffective to use traditional market segmentation and targeting to grow private-label sales because socio-demographics are not strongly linked with private-label attitudes or purchases. However, many studies found that perceived risks are associated with private-label attitudes and purchases. This study uses a survey to identify individuals who perceive there to be significant risks with private-label purchases or use. The profile of these private-label avoiders could provide retailers and private-label manufacturers with segmentation and targeting information and help them grow their businesses.

Suggested Citation

  • Larson, Ronald B., 2016. "Profiling Private-Label Avoiders," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235823, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea16:235823
    DOI: 10.22004/ag.econ.235823
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    References listed on IDEAS

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    More about this item

    Keywords

    Agribusiness; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Industrial Organization; Marketing;
    All these keywords.

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