Private labels and the purchasing behaviour of young Polish consumers in the market
DOI:
https://doi.org/10.25312/2391-5129.27/2018_10tzKeywords:
private label, manufacturer brand, young consumers, consumer behaviourAbstract
Initially, private labels were associated with low quality and unknown composition. Due to product innovations, it is increasingly difficult to distinguish a private label of a retail chain from a so-called mass brand produced for the general population and available to every consumer. It is important to adapt the product to consumers’ expectations. The range of private label products includes products for everyday use, luxury items, diet or organic products. It should also be highlighted that private labels are an important part of trade today. The article attempts to provide some insight into the purchasing behaviour of young Polish consumers towards private labels and manufacturer brands. The first part synthetically explains the concept and essence of the private label, key factors influencing consumers’ attitudes towards brands and purchasing behaviour towards private labels. The next section focuses on the conceptualisation of the research and describes the research sample and its characteristics. Based on the conducted research, the final part of the article attempts to identify the purchasing behaviours of young Polish consumers towards private labels.
References
Abril C., Rodriguez-Cánovas B. (2016), Marketing mix effects on private labels brand quality, “European Journal of Management and Business Economics”, Vol. 15(3), pp. 168–175.
Beristain J.J., Zorrilla P. (2011), The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets, “Journal of Retailing and Consumer Services”, No. 18, pp. 562–574.
Bigné E., Borredá A., Miquel M.J. (2013), El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia del establecimiento, “Revista Europea de Dirección y Economía de la Empresa”, Vol. 22(1), pp. 1–10.
Calvo-Porral C., Lévy-Mangín J.P. (2014), Private labels brands: Major perspective of two consumer-based brand equality models, “International Review of Retail, Distribution and Consumer Research”, Vol. 24 (2), pp. 1–22.
Cuneo A., Lopez P., Yague M.J. (2012), Measuring private labels brand equality: A consumer perspective, “European Journal of Marketing”, Vol. 46(7/8), pp. 952–964.
Cyran K. (2016), Postrzeganie marek własnych produktów żywnościowych a perspektywy ich rozwoju (The perception of private labels of food products vs. the prospects for their development), „Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu. Polityka Ekonomiczna”, nr 450, pp. 114–124.
Deloitte (2014), The 2014 American Pantry Study, New York.
Domański T. (2001), Strategie marketingowe dużych sieci handlowych (Marketing strategies of large retail chains), Wydawnictwo Naukowe PWN, Warszawa.
Euromonitor International (2014), The new face of private label: global market trends to 2018, Press Center, London.
Fall-Diallo M., Kaswengi J., Gázquez-Abad J.C. (2015), The Role of Previous Experience and Marketing Policy on Consumer Behaviour Towards Different Private Label Categories, [in:] F.J. Martínez-López, J. Gázquez-Abad, K. Ailawadi, M. Yagüe-Guillén (eds.), Advances in National Brand and Private Label Marketing, Springer Proceedings in Business and Economics, Springer International Publishing, Cham, Switzerland.
Fornerino M., d’Hauteville F. (2010), How good does it taste? Is it the product or the brand? A contribution to brand equity evaluation, “Journal of Product & Brand Management”, Vol. 19 (1), pp. 34–43.
Gilbert D. (1995), Retail Marketing Management, Pearson Education, Harlow.
Goldsmith R.E., Flynn L.R., Goldsmith E., Stacey, E.C. (2010), Consumer attitude and loyalty toward private brands, “International Journal of Consumer Studies”, Vol. 34, pp. 339–348.
Gómez-Suárez M., Quiñones M., Yagüe-Guillén M.J. (2017), Private Label Research: A Review of Consumer Purchase Decision Models, [in:] F. Martínez-López, J. Gázquez-Abad, K. Ailawadi, M. Yagüe-Guillén M. (eds.), Advances in National Brand and Private Label Marketing, Springer Proceedings in Business and Economics, Springer International Publishing Switzerland.
Horvat S., Ozretić-Došen D. (2015), Implementation of the Product Life Cycle Concept in Private Label Management: Focus on the Growth Stage, [in:] F.J. Martinez-López, J. Carlos Gázquez-Abad, R. Sethuraman (eds.), Advances in National Brand and Private Label Marketing, Second International Conference, Springer International Publishing Switzerland.
Kucharska B. (2017), Lojalność klienta – wyzwanie dla przedsiębiorstw handlu detalicznego (Customer loyalty – challenges for retail enterprises), „Handel Wewnętrzny”, Vol. 5(370), pp. 5–13.
Leppänen H., Grönroos Ch. (2009), Hybrid Consumer. Exploring the Drivers of a New Consumer Behaviour Type, Hanken School of Economics, Working Papers, No. 543.
Lubańska A. (2011), Znaczenie marek własnych sieci handlowych w Polsce (Role of retailer’s own brands on the Polish market), Zeszyty Naukowe SGGW w Warszawie, „Ekonomika i Organizacja Gospodarki Żywnościowej”, nr 87, pp. 475–483.
Łukasik P., Schivinski B. (2015), Determinanty zakupu marek własnych sieci handlowych przez polskich konsumentów (Determinants of purchase of private labels of commercial chains by Polish consumers), „Handel Wewnętrzny”, Vol. 5(358), pp. 5–23.
Mieres C., Martín A.M.D., Díaz Gutiérrez A.M., Trespalacios J.A. (2006), Antecedents of the difference in perceived risk between store brands and national brands, “European Journal of Marketing”, Vol. 40(1/2), pp. 61–82.
Molinillo S. et al. (2016), Private label management: Insights and research directions, [in:] Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, IGI Global, Pennsylvania, pp. 1–27.
Pepe M.S., Abratt R., Dion P. (2011), The impact of private label brands on customer loyalty and product category profitability, “Journal of Product & Brand Management”, Vol. 20(1), pp. 27–36.
Nielsen report (2018), The rise and rise again of private label, The Nielsen Company, US.
Rossi P., Borges A., Bakpayev M. (2015), Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions, “Journal of Retailing and Consumer Services”, Vol. 22(1), pp. 96–106.
Rostek A., Zalega T. (2015), Smart shopping wśród młodych polskich i amerykańskich konsumentów (Smart shopping among young Polish and American consumers), „Zarządzanie Innowacyjne w Gospodarce i Biznesie”, Vol. 1(22), pp. 177–199.
Sankowska A. (2011), Wpływ zaufania na zarządzanie przedsiębiorstwem. Perspektywa wewnątrzorganizacyjna (The impact of trust on company management. An in-house perspective), Difin, Warszawa.
Sethuraman R., Gielens K. (2014), Determinants of store brand share, “Journal of Retailing”, Vol. 90(2), pp. 141–153.
Simões C., Dibb S. (2001), Rethinking the brand concept: New brand orientation, “Corporate Communications: An International Journal”, Vol. 6(4), pp. 217–224.
Stanton J.L., Wiley J., Hooker N.H., Salnikova E. (2015), Relationship of product claims between private label and national brands: The influence of private label penetration, “Journal of Retail & Distribution Management”, Vol. 43(9), pp. 815–830.
Downloads
Published
Issue
Section
License
Copyright (c) 2019 Akademia Humanistyczno-Ekonomiczna w Łodzi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
