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

S. Belaid, S. Karoui, Jérôme Lacoeuilhe and D. Fehri
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S. Belaid: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
S. Karoui: Université de Sfax - University of Sfax
Jérôme Lacoeuilhe: UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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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. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Keywords: Attitude; Occasional Buyers; Private Label Brand; Trust (search for similar items in EconPapers)
Date: 2023
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Published in 10th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2023, Springer Nature, pp.13-22, 2023, 21987246 (ISSN); 9783031328930 (ISBN). ⟨10.1007/978-3-031-32894-7_2⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04458203

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

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