What is it about?
Private label goods are those manufactured by one company and sold under a retailing company’s brand. This global phenomenon is widely studied and of great interest to retail managers as in understanding sales performance and buyer behaviours. This study reviews the empirical research on the topic of private-label consumers published in international journals in the last 20 years (1996–2016). A comprehensive data base of 109 articles was built including information about the journals where they were published, the countries and variables studied. The key consumer characteristics that prior researchers have found to influence private labels’ purchase decision process are also identified and categorized.
Featured Image
Photo by NeONBRAND on Unsplash
Why is it important?
Private label products are a hugely important part of the retail mix. This international study brings together findings across several decades to present a comprehensive summary of what is currently known about private label market dynamics, and consumer attitudes and behaviours.
Read the Original
This page is a summary of: Private Label Research: A Review of Consumer Purchase Decision Models, January 2017, Springer Science + Business Media,
DOI: 10.1007/978-3-319-59701-0_17.
You can read the full text:
Contributors
The following have contributed to this page
