Factors affecting the purchase of private label food products

Sansone, Marcello; Musso, Fabio; Colamatteo, Annarita; Pagnanelli, Maria Anna

doi:10.1108/bfj-01-2020-0048

Cited by 15 publications

(15 citation statements)

References 79 publications

(134 reference statements)

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“…It is visible that in some parts of the globe, retailers are still not utilising the opportunity that comes with investment in advertising their private label brands, regardless of the strategy employed. Prior studies highlight the positive impact that advertising has on customers' purchase intention for private label brands (Sansone et al, 2020). This provides validity to the necessity for retailers to adopt rigorous investments in marketing activities such as advertising, to increase sales volumes and continue their evolution of competing with manufacturer brands.…”

Section: Discussionmentioning

confidence: 98%

“…Understandably, they do so intend to minimise costs. However, with evolving motivations for customers' purchase intentions for private label brands, retailers, more often than not, neglect the effect of factors such as advertising and its power in terms of influencing customers' purchase of private label products (Sansone et al, 2020). Consequently, this leaves them prone to obtaining more customers from switching manufacturer brands to purchasing private label brands.…”

Section: Advertising For Private Label Brandsmentioning

confidence: 99%

“…Consequently, this leaves them prone to obtaining more customers from switching manufacturer brands to purchasing private label brands. Sansone et al (2020) note that only now marketing-oriented organisations are putting effort into investing in advertising their private label products. In doing so, they stand a greater chance of expanding private label customers.…”

Section: Advertising For Private Label Brandsmentioning

confidence: 99%

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An investigation into marketing activities role on the purchase of private label brands

Ndlovu

Heeralal

2022

IJRBS

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The upsurge of private label brands has allowed retailers to expand their product offerings. However, these brands have been met with varying perceptions among consumers across the world. Therefore, this study investigated the role that marketing might have on the purchase intentions of customers opting to/not to purchase private label brands. The marketing instruments in question for this study were advertising, pricing, and price promotion, and their effect on customers’ purchase intention for private label brands. An integrative systematic review methodology in searching, screening, selecting, including, and excluding research articles; search strings were also formulated in searching for articles was followed. In this paper, a synthesis of the literature was undertaken, and future research direction was provided, giving future research and retailers three propositions to understand the effect of pricing, price promotions, and advertising in the purchase of private label brands.

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Section: Discussionmentioning

confidence: 98%

Section: Advertising For Private Label Brandsmentioning

confidence: 99%

Section: Advertising For Private Label Brandsmentioning

confidence: 99%

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An investigation into marketing activities role on the purchase of private label brands

Ndlovu

Heeralal

2022

IJRBS

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“…The possibility of answering the single sections 2 to 4 was subject to having previously made purchases in the last six months at the single retailer considered. The three sections (2-4) investigate 17 factors carried out on the basis of an analytical framework developed after a deep literature review analysis adapted from previous studies (Sansone et al, 2020;Sansone and Colamatteo, 2019). The factors considered that may have influenced consumers' purchases of PL products are explained in Table 2.…”

Section: Sampling Designmentioning

confidence: 99%

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

Musso

Colamatteo

Bravi

et al. 2022

BFJ

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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.

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“…Demand for own brand (OB) (otherwise known as private label) products (products that retailers put their own names or brands on, otherwise known as private label, own-label, retailer brands, store brands, and house brands) has increased significantly worldwide (Loureiro, 2017;Sansone et al, 2021). Financial pressure during and following the 2008 global financial crisis increased consumer willingness to make changes in their spending habits, with many foregoing market brand products for equivalent OB options (Griffith et al, 2016;Valaskova et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Investigating the healthiness of food products on promotion: market brands and own brands

Beacom

Hollywood

McLaughlin

et al. 2021

BFJ

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PurposeThe purpose of this study is to investigate the proportionality of market brand (MB) foods versus supermarket own brand (OB) foods sold on promotion and to compare their healthiness.Design/methodology/approachAn existing dataset containing nutritional information about a variety of foods on promotion (n = 6,776) from 48 stores across 8 retail chains in Northern Ireland (NI) was reanalysed. Product healthiness was measured using a score aligned to the Food Standards Agency's Front of Pack nutrient labelling system. MBs and OBs were considered as a whole and in their respective subsets–international/national and regional MBs, and premium, mid-market and value tiered OBs.FindingsResults found a balance in favour of health (52.4% amber/green versus 47.6% red) across retailers' promotions in NI. Further, OB products were often found to be superior to MBs with regards to overall healthfulness, and regional brands were found to be less healthy than international/national brands.Research limitations/implicationsFindings rationale further retail research to compare nutritionally OB and MB product types, and further consumer research regarding important attributes of OBs.Practical implicationsRetailers should communicate the comparative healthiness of their OBs in comparison to MB alternatives, in addition to communicating comparative price savings. There is opportunity for retailers to increase visibility of mid-market and value OB tiers, and for regional MBs to improve the nutritional profile of products in line with the consumer trend for health.Originality/valueThis study provides a contribution by using data on OBs and MBs on promotion, and by investigating the nutritional differences between different tiers of OB and MB products.

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Factors affecting the purchase of private label food products

Cited by 15 publications

References 79 publications

An investigation into marketing activities role on the purchase of private label brands

An investigation into marketing activities role on the purchase of private label brands

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

Investigating the healthiness of food products on promotion: market brands and own brands

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