How Assortment Composition Affects Consumers’ Intentions to Buy PL

Juan Carlos Gázquez-Abad () and Francisco J. Martínez-López ()
Additional contact information
Juan Carlos Gázquez-Abad: University of Almería
Francisco J. Martínez-López: University of Granada

A chapter in National Brands and Private Labels in Retailing, 2014, pp 27-37 from Springer

Abstract: Abstract Recent professional publications show that national brand (NB) delistings are not uncommon in food retailing. However, retailers’ boycotts of individual brands might have negative consequences. This paper analyses how offering an ‘only-Private label (PL)’ or ‘PL and NB’ assortment influences consumers’ intentions to buy PL. Our research is based on a controlled online experiment with a large existing consumer panel in the American market owned by IRI Worldwide. Our results suggest that both the number of NBs and the proportion of high-equity NBs contained in a given assortment are aspects of interest for retailers to take into account when designing their product offer.

Keywords: Assortment; Private label; National brands (search for similar items in EconPapers)
Date: 2014
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:978-3-319-07194-7_3

Ordering information: This item can be ordered from
http://www.springer.com/9783319071947

DOI: 10.1007/978-3-319-07194-7_3

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 ().