engleski

Influence of consumer and category characteristics on private label atittudes and purchase intention in emerging market: a conceptual model

Until recently, private labels were considered to be a phenomenon limited to fast moving consumer goods in mature markets of economically developed countries. However, analysis of data on value shares and private label growth rates on the global level indicates that this is no longer the case. Private labels have become real competition to manufacturer brands which can no longer be ignored. Due to the rapid growth of private label market share researchers have looked into different influential factors in attempt to comprehend reasons behind their success. Existing research on private label management have made a significant contributions to the development of theory and practical strategies, however, the problems of managing private labels at the level of individual categories is still not sufficiently explored, although the differences among the product categories are highlighted as critical source of differences in private label success. On the other hand, consumers reflect the demand side of the purchasing process so their perceptions and characteristics critically affect decisions on brand selection and therefore performance of the brand. The primary purpose of this paper is to define category and consumer level factors which affect consumers’ attitudes about private labels and consequently their purchase intention in emerging markets and to propose an adequate conceptual model.

private label attitudes; consumer characteristics; category characteristics; emerging market

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