Do Men and Women Differ When Purchasing Private Label Goods?

María José Miquel (), Eva María Caplliure (), Carmen Pérez () and Enrique Bigné ()
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María José Miquel: University of Valencia
Eva María Caplliure: University of Valencia
Carmen Pérez: University of Valencia
Enrique Bigné: University of Valencia

A chapter in National Brands and Private Labels in Retailing, 2014, pp 113-120 from Springer

Abstract: Abstract In the context of shopping goods, this paper analyzes the key variables in men and women when they have to face private label purchase decision: attitude towards private label, value consciousness, brand consciousness, involvement with the product and private label purchase intention. The moderating role of gender in the relationship between those variables is also analyzed. On a sample of 433 individuals, and considering two different shopping goods, results showed differences between men and women in all the variables, except in the value consciousness. Furthermore, due to a multigroup analysis technique, we found more differences between the variables affecting PL purchase intention. According to our results, buyer’s gender consideration may introduce some nuances in the design and development of marketing strategies for shopping goods with private label.

Keywords: Private label; Gender; Shopping goods; Value consciousness; Brand consciousness; Involvement (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-07194-7_11

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DOI: 10.1007/978-3-319-07194-7_11

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