Does Consumer Involvement in PLBs of Retail Food Affect Development?

Hanna Gendel-Guterman () and Dalia Shilian ()
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Hanna Gendel-Guterman: Ariel University
Dalia Shilian: Israel Consumer Protection and Fair Trade Authority

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 3-9 from Springer

Abstract: Abstract Although retail categories are considered to have low consumer involvement, findings asserted that there are different levels of involvement among them that affects private label share in each category. The aim of this research is to explore how consumer involvement influences the market penetration of PLB categories over several years. The research includes a scale of involvement for each category, and of PLB shares from sales of large supermarket chains in Israel between 2015 and 2018. The analysis indicates that the effect of consumer involvement is decreasing over time. However, several sources of involvement including social, quality, and price, still influence the growth of the various categories.

Keywords: PLB; Consumer involvement; Retail food categories (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-06581-1_1

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DOI: 10.1007/978-3-031-06581-1_1

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