Purchase Intention of Private Label Products as the Impact of Visual Merchandising and Customer Value

Maharani, Nina; Helmi, Arief; Mulyana, Asep; Hasan, Meydia

doi:10.2991/assehr.k.200225.098

Cited by 3 publications

(3 citation statements)

References 33 publications

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“…Secondly, retailers can use free samples to enhance consumers' quality perception by enabling consumers to evaluate products based on intrinsic cues rather than extrinsic cues. Thirdly, retailers can use various extrinsic cues in visual merchandising to create the right aesthetic impression around the store's PLBs (Maharani et al , 2020) and thereby enhance their quality perceptions. Fourthly, higher advertising budgets on private labels can also serve as indicators of better quality (Kim et al , 2019).…”

Section: Theoretical Background and Hypothesismentioning

confidence: 99%

In-store marketing of private labels: applying cue utilisation theory

Malhotra

Saxena

2020

IJRDM

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PurposeThe purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.Design/methodology/approachThis study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.FindingsThis study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.Originality/valueThis study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.

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Section: Theoretical Background and Hypothesismentioning

confidence: 99%

In-store marketing of private labels: applying cue utilisation theory

Malhotra

Saxena

2020

IJRDM

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“…Clean air affects the buying desire of customers. It strikes the brain of the customer around shops (Loan et al, 2015;Maharani et al, 2020). Market experience is enriched because it is linked to market psychology.…”

Section: Cleanliness and Intention To Purchasementioning

confidence: 99%

The Effects of Visual Merchandising on Consumer’s Willingness to Purchase in the Fashion Retail Stores

Mondol¹,

Salman²,

Rahid³

et al. 2021

IJARBSS

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The art of visual displays and the arrangement of merchandising solutions in a shop is virtual merchandising, which improves layout and design, increases development, sales and thereby profitability. Visual merchandising affects the shopping experience directly, making it relevant for retailers to ensure an efficient nature of their business climate. The main aspiration of this study is to figure out the visual merchandising elements which influence on an individual's purchase intention. A sample of 356 respondents available at different fashion stores in Malaysia was used to get the study outcomes following the quantitative analysis. The Smart PLS 3.0 was used for analysing the data. This study claims that there is a positive and significant relationship between store layout and consumer's intention to purchase. Then, a positive and significant relationship is also found between product display and consumer's intention to purchase. Furthermore, a positive and significant relationship is found between colour & lighting and consumer's intention to purchase. Moreover, a positive and significant relationship is not found between cleanliness and consumer's intention to purchase. The outcomes of this study will help the policy makers, government and entrepreneurs to make their fashion stores gorgeous. This study would enable fashion retailers to build more insightful, engaging online shops, which will then boost retail sales online.

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“…However, today's fashion industry is at its boom and demands effective marketing strategies to capture consumer attention. The consumer purchase intention as the outcome of spontaneous encounters encourages the consumers to realize the need for the product (Maharani et al, 2020). In particular, this escalating impulsive tendency demands that organizations adopt celebrity endorsement strategies to influence individuals' buying intentions.…”

Section: Introductionmentioning

confidence: 99%

Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

Liu

2022

Front. Psychol.

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Celebrity influence plays a significant role in fostering the consumers’ impulse buying tendency and purchase intention. In the modern advertising era, the celebrity endorsement characteristics have driven the firms’ promotion campaigns, stimulating consumer purchasing behavior through celebrity branding. The study signifies the relationship between celebrity’s traits of trustworthiness, attractiveness, credibility, and expertise influence consumers’ impulse behavior. The data was collected from the 371 customers of the fast fashion industry by using the convenient-sampling technique. SMART-PLS was used for data analysis by applying structural equation modeling. The study results show that celebrity trustworthiness, the attractiveness of a celebrity endorser, the credibility of a celebrity endorser, and celebrity expertise positively impact purchase intention and impulse buying tendency. Purchase intention plays a mediating role between independent and dependent variables.

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Purchase Intention of Private Label Products as the Impact of Visual Merchandising and Customer Value

Cited by 3 publications

References 33 publications

In-store marketing of private labels: applying cue utilisation theory

In-store marketing of private labels: applying cue utilisation theory

The Effects of Visual Merchandising on Consumer’s Willingness to Purchase in the Fashion Retail Stores

Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

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