What Are the Main Levers to Convert Occasional and Non-buyers into Regular Buyers of Private-Label Brands?

Samy Belaid (), Sedki Karoui (), Jérôme Lacoeuilhe () and Dorsaf Fehri
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Samy Belaid: Métis Lab
Sedki Karoui: Sfax University
Jérôme Lacoeuilhe: Université Paris-Est Créteil - IUT Sénart-Fontainebleau
Dorsaf Fehri: Marketing Consultant

A chapter in Advances in National Brand and Private Label Marketing, 2023, pp 13-22 from Springer

Abstract: Abstract This study aims to identify the determinants of purchasing private label brands (PLBs) by non-buyers and occasional buyers. This study aims to identify levers that may raise the purchasing rate of non and occasional Private Label Brands (PLBs) buyers. We conducted online quantitative research with 151 customers from a panel attending one of the French retail chains. In addition, we used PLS-SEM to test the research model. The findings show that attitude toward PLBs plays a central role in converting non and occasional PLBs buyers into more regular buyers. Furthermore, theoretical contributions and managerial implications are developed.

Keywords: Private Label Brand; Attitude; Trust; Occasional Buyers (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-32894-7_2

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DOI: 10.1007/978-3-031-32894-7_2

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