The important role of consumer conviction value in improving intention to buy private label product in Indonesia

Retnawati, Berta Bekti; Ardyan, Elia; Farida, Naili

doi:10.1016/j.apmrv.2017.07.003

Cited by 10 publications

(16 citation statements)

References 54 publications

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“…An important aspect of the development towards sustainable PLs is to compare the quality of products available under PLs with those of producers. Research indicates that the quality of PLs can be compared with national brands which make it equal and very competitive, but requires retailers to maintain high quality at an attractive price to encourage consumers to buy [77]. The Tesco Finest!…”

Section: Discussionmentioning

confidence: 99%

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Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

2020

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Consumer behavior towards private labels (PLs) is constantly changing, accompanied by the development from generic products, offered at very low prices, towards sustainable PLs. Our study aimed to analyze the behavior of British and Polish consumers towards PLs of the retail chains. To achieve this, special attention was given to the following issues: frequency of purchasing PLs by food categories, motives for purchasing PL products, opinions of the current development of PLs, and length of the period of purchasing products under PLs. We also presented the socioeconomic features of the Polish and British consumers purchasing PL products using a correspondence graph. Our research was conducted using a sample of 500 adults from Poland and 500 adults from the UK and the Computer-Assisted Web Interviewing method (CAWI) was used. The questionnaire was addressed only to adults who declared that they purchase PL products. For a detailed analysis of consumer choices and service quality assessment, we used Pearson’s chi-square test, as well as the Kohonen’s neural network and multi-dimensional cluster analysis. We have divided the sample population into 4 clusters based on 6 factors, characterizing households: education level, income, household residence, age, gender, and period of buying PL products. Our study indicates that Polish consumers are more likely to pay attention to lower prices for PLs, while British consumers point quality compared to manufacturers’ brands. In the opinion of Polish consumers, an improvement in quality is only just beginning. This means that PLs available on the British market are characterized by a higher stage of development towards sustainable PLs.

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Section: Discussionmentioning

confidence: 99%

“…The perceived quality as an element of brand equity should also be considered, as the brand should provide consumers with a credible guarantee of quality [87]. In this aspect, perceived quality is described as the consumer's judgment of the overall excellence or superiority of the product [77,87,88].…”

Section: Discussionmentioning

confidence: 99%

Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

2020

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“…PLs can also be described as a retailer-owned private label brand [15], private label brand (PLB) [9], store brand [2,5,[16][17][18], own brand [5], private label [1,10,[18][19][20][21][22][23], or private brand [11]. Some researchers use other descriptions, e.g., private label (store) brand [6] or private label product [24].…”

Section: Private Labelmentioning

confidence: 99%

“…There is a lack of research in the area of OPLs as analyzed from the producer's and retailer's point of view in the context of CA. A considerable amount of literature has been published on factors related to consumer behavior and those determining the food and non-food PL decision-making process [2][3][4][5][6][7]11,24,39,51,52,86].…”

Section: Aim Of the Studymentioning

confidence: 99%

Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market

et al. 2018

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The main aim of this study was to determine how chains of modern international retailers can achieve a competitive advantage (CA) by introducing private labels (PLs) in the organic category and can, in turn, stimulate the consumption of food produced with respect to sustainability principles. The research was conducted with the use of a qualitative approach and involved two steps. First, in order to select retailers with organic private labels (OPLs) and producers delivering products under OPLs, in-depth semistructured interviews were conducted with the representatives of management boards of 17 enterprises. Second, in order to analyze the assortment-based competitive advantage of the OPLs in depth, 8 enterprises were analyzed. In order to explore the price-related competitive advantage, three products offered under PLs, organic PLs, producer brands, and imported brands were selected for subsequent analysis. For retail chains, it was found that the introduction of OPLs is the source of CA via six contributors, namely, price, range of assortment, type of PLs, image of the retailer, sustainability and specific process, and product-related attributes of organic food. Extension of offers with organic private labels makes it easier for consumers to buy organic food at more affordable prices and follow the principles of proper nutrition and a sustainable diet with low environmental impact. At the same time, the international retailers can position themselves as chains contributing to more sustainable consumption.

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“…The Indonesian consumers' attitude on private label product is always looking for lower prices with the same quality because they are very sensitive to prices (Retnawati et al, 2018). Thus, most retailers use price discounts in marketing private label products.…”

Section: Introductionmentioning

confidence: 99%

In-store promotion and customer value on private label product purchase intention

Maharani

Helmi

Mulyana

et al. 2020

Innovative Marketing

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This study aims to determine the influence of in-store promotion in the form of price discount and price package on customer value and purchase intention. The research sample was 120 consumers purchasing the private label products in modern stores using a purposive sampling technique. The data were then analyzed using SEM PLS. The result revealed that all hypotheses were accepted and each variable studied showed a strong and significant influence on each other, especially in terms of its influence on the purchase intention. In-store promotion is a more influencing variable of purchase intention in private label products than customer value. The result also pointed out the three most dominant items forming in-store promotion, customer value, and purchase intention. Those items are the frequency of discount program, the products’ quality, and the reference group that helps the company promoting private label products, usually friends’ recommendation. These findings are expected to be used by decision-makers in retail businesses to formulate in-store promotional activities and create customer value following the target market to increase consumers’ willingness to buy private label products. Acknowledgment The authors would like to express their gratitude to the Doctoral Dissertation Research Grant Program of the Ministry of Research, Technology, and Higher Education for funding this research. The authors highly appreciate the assistance, suggestions, and inputs from both editors and reviewers of this article.

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The important role of consumer conviction value in improving intention to buy private label product in Indonesia

Cited by 10 publications

References 54 publications

Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market

In-store promotion and customer value on private label product purchase intention

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