Title: Investigating Consumer Perceptions of Purchase Shares for Private-Label Brands and Demographics: A Study of the Great Value Brand
Abstract:This study examines consumers’ purchase behavior of private-label brands in general and Wal-Mart’s Great Value brand of products. Specifically, the paper investigates whether consumers’ purchase share...This study examines consumers’ purchase behavior of private-label brands in general and Wal-Mart’s Great Value brand of products. Specifically, the paper investigates whether consumers’ purchase shares of Great Value and private-label brands in general are impacted by consumer demographics, and the relationships between private-label brand purchase shares and consumer perceptions of quality, value, and risk, and degree of loyalty. Based on a survey of 278 private-label (Great Value) brand users, the results show that consumers seem to purchase private-label brands in general more than the Great Value brand by Wal-Mart, consumer demographics do not have any significant impact on purchase shares of both the Great Value brand and private-label brands in general, and as consumers’ share of the Great Value brand increases, consumers perceive it as higher quality, better value, less risky, and seem to become more loyal. These findings offer some managerial implications for developing marketing strategies.Read More
Publication Year: 2014
Publication Date: 2014-01-14
Language: en
Type: article
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