Analysis of factors affecting the purchase of private label products by different age consumers

Abstract

PurposeThe aim of this study is to determine how the different age of consumers impacts on some factors that drive consumers to the purchasing of private label products, considering differences and similarities of behaviors.Design/methodology/approachThe research was conducted through the administration of a questionnaire to evaluate consumers' perceptions about private label food products. To collect data, the convenience sampling method has been used. The valid answers collected and analyzed are 358.FindingsThe results of this study highlight that the response of different age groups to the Private Label Brands (PLBs) must be considered in the light of the positioning adopted by the individual retailers. Value for money and satisfaction on previous consumption are relevant for purchasing decisions regardless of the retailer's strategy and the age of consumers. A third factor, price, is important for the whole sample. Focusing on the specific age clusters, the younger respondents seem to be attentive to factors such as healthy and in-store promotion, while the more experienced consumer are attentive to the origin and traceability of products.Originality/valueAn analysis of the main literature on Private Labels showed that the results of research about the role of consumer age in PLB choices are contrasting. This study aims at integrating the literature, measuring how the factors influencing the purchase of PLB products vary for different age groups of consumers.

Success in Indonesia Analyzed Through Price, Quality, Branding, Promotion, and Consumer Perception

“…Different factors influence consumer choices and market outcomes in different ways. Regardless of the retailer's approach or the age of the customer base, considerations such as value for money and prior consumer happiness are important when making purchases [12] Whereas more seasoned shoppers concentrate on the provenance and traceability of items, younger consumers pay greater attention to aspects like health and instore promotions [13]. Retail grocery managers think that consumers' trust in the grocery store is the main reason for their purchase of private label brands [14].…”

Food product quality, environmental and personal characteristics affecting consumer perception toward food

“…Additionally, emotional considerations (e.g., sentiments, esthetic, and epistemic emotions) at different ages provoke sensory and emotional responses, leading to a change in food interest (Zhong and Moon, 2020). Moreover, the choice is driven by factors such as familiarity with food (Gotow et al, 2018), utilitarian and hedonistic norms (Shao and Li, 2021), and injunctive and descriptive norms (Melnyk et al, 2019), and each of these aspects has been discovered to be age-dependent (Musso et al, 2022).…”

“…A concern in value for money, eco-friendliness of food, product quality, and traceability are more pronounced in older age customers. Younger age groups are more inclined toward factors such as promotion policies, fulfillment of the marketed benefits (health claims), and environmental consideration (Musso et al, 2022). Studies have shown that young children, adolescents, and young adults prefer instant food and are willing to try functional and convenience foods, sweets, and sugary beverages unless they are neophobic (Jezewska-Zychowicz and Plichta, 2021).…”

“…The phenomenon of choosing a certain food is the result of an intricate interaction between sensory inputs, perception, cognitive factors, and cultural acceptance. These factors can be divided into external and internal factors (Musso et al, 2022). External factors encompass various aspects, including demographic changes in social groups, lifestyle alteration due to economic prosperity, globalization of food markets, changes in the agrifood systems and the supply chain (such as modern retail, new food safety, and quality standards), all of which have had an impact on food availability and dietary choices (Cole et al, 2018).…”

“…For example, when comparing two fundamentally identical products from different brands (national brands and private label brands), consumer acceptance is skewed. Consumers exhibit more confidence in national brands, which highlights the significant impact branding can have on a product's status in the consumer mindset (Musso et al, 2022).…”