Consumers’ Responses to Private Labels: Evaluations Extrinsic Cues Imitations

Siddhartha Sarkar () and Meenakshi Rawani ()
Additional contact information
Siddhartha Sarkar: O.P. Jindal Global University
Meenakshi Rawani: FLAME University

A chapter in Advances in National Brand and Private Label Marketing, 2017, pp 3-9 from Springer

Abstract: Abstract Over the past few years, private labels have gained larger share in the organized retail sector. The influence of price similarity and dissimilarity on consumers’ judgments of a private label’s quality and purchase intention is studied using a controlled experiment with a sample of 356 respondents. Hypotheses are derived from relevant literature positing the effects of packaging and price on quality perception and willingness-to-buy. We hypothesize that higher price difference between private labels and national brands positively affect quality perceptions and inversely influence purchase intention. Experiments indicate that similarity of a private label packaging with a national brand has a significant effect on perceived quality and purchase intention. Likewise, the interaction effect of price and packaging strategies (imitation), in turn, positively influences the dependent variables. The results are significant the consumer packaged goods category (cookies). Theoretical and managerial implications are discussed followed by the limitation and future research.

Keywords: Packaging; Price; Imitation strategy; Quality perception; Purchase intention (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-59701-0_1

Ordering information: This item can be ordered from
http://www.springer.com/9783319597010

DOI: 10.1007/978-3-319-59701-0_1

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().