Les déterminants perceptuels d’achat des MDD: le cas des non-acheteurs et des acheteurs occasionnels

Samy Belaïd (), Sedki Karoui and Jérôme Lacoeuilhe ()
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Samy Belaïd: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Sedki Karoui: UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
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 the actual purchase of private labels by non-buyers and occasional buyers. We conducted quantitative online research with 151 people from a panel of customers of retail chains (Carrefour, Casino, Leclerc, and Intermarché). To test the research model, we used structural equations, adopting the partial least squares method. The results indicate that the attitude towards private labels, on the one hand, has a total mediating role between price sensitivity and the actual purchase (or not) of a private label, and, on the other hand, a partial mediating role between trust in the brand and the actual purchase of private labels. This research shows that attitude towards private labels plays a central role in converting non-buyers of private labels and occasional buyers of private labels into more regular buyers. Theoretical contributions and managerial implications are also developed.

Keywords: Private label; Attitude; Trust; Occasional buyers; Marque de distributeurs; acheteurs occasionnels Private label; Marque de distributeurs Attitude Confiance acheteurs occasionnels Private label Attitude Trust Occasional buyers; Acheteurs occasionnels; Confiance (search for similar items in EconPapers)
Date: 2022-01-20
Note: View the original document on HAL open archive server: https://hal.science/hal-05326108v1
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Published in IMTC, Jan 2022, Rome, Italy

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