Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets
Purpose - The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. F...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2018-12-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-07-2018-0034 |
| _version_ | 1818876240848748544 |
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| author | Rasha H.A. Mostafa Reham I. Elseidi |
| author_facet | Rasha H.A. Mostafa Reham I. Elseidi |
| author_sort | Rasha H.A. Mostafa |
| collection | DOAJ |
| description | Purpose - The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. Finally, the relationship between attitude towards, and willingness to buy PLB is explored. Design/methodology/approach - Self-administered questionnaire was distributed to shoppers at Carrefour operating in Cairo, Egypt. The data obtained from 265 respondents were examined using structural equation modelling (analysis of moment structures) version 22, which empirically test the hypothesised relations established in the research conceptual model. Findings - With the exception of perceived risk, the results suggest that all consumers’ perceptual and attitudinal factors affect directly or indirectly consumers’ willingness to buy PLB. Research limitations/implications - This study is limited to international hypermarket/supermarket operating in Egypt. So the findings should be exercised with cautious while attempting to generalise the research results. Practical implications - Retail managers should focus on the enhancement of both store image and familiarity with PLBs to leverage consumers’ perceptions with respect to PLBs quality and risk to achieve differentiation and to increase sales. Originality/value - This is one of the few studies that investigate the role of familiarity with PLBs in a developing context. In doing so, it proposes that familiarity with PLBs directly affects consumers’ perceived quality and perceived risk, while it indirectly influences consumers’ willingness to buy PLBs. |
| first_indexed | 2024-12-19T13:39:15Z |
| format | Article |
| id | doaj.art-0c712071e3474c70be73d812f9529ab4 |
| institution | Directory Open Access Journal |
| issn | 2444-9709 |
| language | English |
| last_indexed | 2024-12-19T13:39:15Z |
| publishDate | 2018-12-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Spanish Journal of Marketing-ESIC |
| spelling | doaj.art-0c712071e3474c70be73d812f9529ab42022-12-21T20:19:03ZengEmerald PublishingSpanish Journal of Marketing-ESIC2444-97092018-12-0122333835810.1108/SJME-07-2018-0034617903Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarketsRasha H.A. Mostafa0Reham I. Elseidi1Business Administration Department, Ain-Shams University, Cairo, EgyptBusiness Administration Department, Ain-Shams University, Cairo, Egypt, and Business Administration Department, Badr University in Cairo, Cairo, EgyptPurpose - The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. Finally, the relationship between attitude towards, and willingness to buy PLB is explored. Design/methodology/approach - Self-administered questionnaire was distributed to shoppers at Carrefour operating in Cairo, Egypt. The data obtained from 265 respondents were examined using structural equation modelling (analysis of moment structures) version 22, which empirically test the hypothesised relations established in the research conceptual model. Findings - With the exception of perceived risk, the results suggest that all consumers’ perceptual and attitudinal factors affect directly or indirectly consumers’ willingness to buy PLB. Research limitations/implications - This study is limited to international hypermarket/supermarket operating in Egypt. So the findings should be exercised with cautious while attempting to generalise the research results. Practical implications - Retail managers should focus on the enhancement of both store image and familiarity with PLBs to leverage consumers’ perceptions with respect to PLBs quality and risk to achieve differentiation and to increase sales. Originality/value - This is one of the few studies that investigate the role of familiarity with PLBs in a developing context. In doing so, it proposes that familiarity with PLBs directly affects consumers’ perceived quality and perceived risk, while it indirectly influences consumers’ willingness to buy PLBs.https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-07-2018-0034Price consciousnessRiskQualityStore imagePrivate labelPLB familiarity |
| spellingShingle | Rasha H.A. Mostafa Reham I. Elseidi Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets Spanish Journal of Marketing-ESIC Price consciousness Risk Quality Store image Private label PLB familiarity |
| title | Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets |
| title_full | Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets |
| title_fullStr | Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets |
| title_full_unstemmed | Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets |
| title_short | Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets |
| title_sort | factors affecting consumers willingness to buy private label brands plbs applied study on hypermarkets |
| topic | Price consciousness Risk Quality Store image Private label PLB familiarity |
| url | https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-07-2018-0034 |
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