Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context

Juliana Pires Pinto, Cláudia Miranda Veloso (), Bruno Barbosa Sousa (), Marco Valeri, Cicero Eduardo Walter and Eunice Lopes
Additional contact information
Juliana Pires Pinto: ESTGA, University of Aveiro, 3810-193 Aveiro, Portugal
Cláudia Miranda Veloso: GOVCOPP, ESTGA, University of Aveiro, 3810-193 Aveiro, Portugal
Bruno Barbosa Sousa: CiTUR, Polytechnic Institute of Cávado and Ave (IPCA), 4750-810 Barcelos, Portugal
Marco Valeri: Faculty of Economics, Niccolò Cusano University, 00166 Rome, Italy
Cicero Eduardo Walter: GOVCOPP, Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, 3810-193 Aveiro, Portugal
Eunice Lopes: TECHN&ART, Polytechnic Institute of Tomar (IPT), 2300-313 Tomar, Portugal

Sustainability, 2022, vol. 14, issue 17, 1-13

Abstract: Currently, given the different dynamics of competition, food retailers are increasingly betting on private labels as a strategy of differentiation and retention of competitive advantages. To this extent, this study aims to assess the antecedents of the purchase intention of food retailers’ private labels, as well as to understand the managerial practices and (post) pandemic consumption retail perspective in a Portuguese context. The results obtained, through a quantitative analysis by means of multiple linear regressions, on a random sample of customers ( n = 300) indicate that customer satisfaction and attitude towards his/her own brand are quite favourable, as demonstrated by the existence of a high loyalty to his/her own brand. Additionally, they reveal that the purchase experience, the private-label image, the perceived risk, and the COVID-19 pandemic are prior attitudes towards the private label and its mediation in the purchase intention and recommendation of its products. Finally, loyalty to the private label, store satisfaction and, through these, also the shopping experience were confirmed as determinants of loyalty. These results provide insights to food retailers on aspects to be improved and considered in the design of commercial strategies that promote the intention to purchase private-label products and that win and retain customers and achieve competitive advantages and profitability. Regarding the COVID-19 pandemic, the study reveals that some consumers changed their purchasing patterns, choosing to buy more private-label products at this stage.

Keywords: private labels; perceived risk; COVID-19 pandemic; loyalty; retail; consumer sustainability; online shopping; offline shopping (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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