The Effect of Consumers' Individual Factors and Perceptions on Private Label Purchase Behavior

Abstract

The aim of this chapter was to examine the effect of individual factors (price consciousness, quality consciousness, value consciousness, frugality, and risk aversion) and consumer perceptions regarding store characteristics on the attitude and purchase intention towards private label products. The data acquired from consumers shopping from two supermarkets providing private label products in the province of Yalova in Turkey via face-to-face questionnaire method were tested by way of structural equation modeling. It was observed as a result of the analysis that quality consciousness, value consciousness, price image, and product variety image have an effect on the attitude towards private label products. It was also determined that the attitude towards private label products has an effect on purchase intention and that the private label product purchase intention is effective on actual purchasing. Based on the aforementioned findings, strategies were taken into consideration that should be adopted by private label product retailers in their stores.