Structural Equation Modeling Approach To Shaping Of Differences In Private Label Adoption In Groceries Segment
Keywords:
Store efforts, Private label adoption, Groceries, Consumer psychographicsAbstract
The research is needed more across “consumer” correlates than the “manufacturer” and “retailer” based correlates as these constitute the most significant aspects that could probably shape the market shares and success of branding across multi- tier private labels being promoted by organized food retailers. Store based offering of diverse food product categories (spices, grains, flours, ingredients, pulses, refined oils and cooking medium, tea and beverages, commodiments) seem to have brought the retailer in direct competition with manufacturer brand. In this regard the research leverages the structural equation modeling approach to ascertain the differences in propensity to adopt private labels on account of changes in grocery nature (pulses, spices, dairy, snack, oil, grain). The research study relied on Likert scale based pre validated scales to operationalize the factors. The sample size of 600 was undertaken with a valid sample size of 438. Across grocery segments, contrasting observations were reported. The impact of product attributes, consumer psychographics, store efforts and restraining forces was evident in varying proportions.Contribution: The research findings promote the earlier studies under the umbrella of „cue utilization‟ theory, „planned behavioral‟ prospects,
„expected utility‟ prospects and „self-perception‟ theory. In terms of knowledge creation, the outcomes extend the resource-based theory and behavioral basis of marketing in retailing arena. In terms of theoretical consequences, the research outcomes reflect the incidence of impact of positional strategies as key to competitiveness on day to day basis.
Downloads
References
Arslanagic. (2014). Perceptions of healthy food packaging information: Do men and women percieve differently? Procedia, 78-92.
Buck, M. (2014). Fresh take on food retailing. McKinsey Quarterly, 23-24.
Crosetto, L. (2020). Nutritional and economic impact of five alternative front of pack nutritional labels. European Review of Agricultural Economics, 785-818.
Dhar, H. (2001). Effective category management depends on the role of the category. Journal of Retialing, 165-184.
Duran. (2019). Roel of different nutritent profiling models in identifying targeted foods for front of package food labeling in Brazil. Public Health Nutrition, 1-16.
Ham. (2018). Influencing factors of brand perception on consumer's repurchase intention: An examinaiton of online apparel shopping. Journal of contemporary management issues, 23-25.
Hermandez. (2011). A study on different perspectives on private labels. International Journal of Humanities and Social Science, 95-98.
Hoel, P. (2017). Shrinking the food-print: A qualitative study into consumer perceptions, experiences and attitudes towards healthy and environmentally firendly food behaviours. Appetitie, 117-131.
Jin, S. (2005). Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context. Journal of Consumer Marketing, 22(2), 62-71.
Kapelari, A. S. (2019). Food Heritage makes a difference: The importance of cultural knoiowledge for improving educaiton for sustainable food choices. Sustaianability, 2- 12.
Kerins. (2020). Barriers and facilitators to implementation of menu labeling interventions from a food service industry perpsective. International Journal of Behavioural Nutrition nad Physical Activity, 2-14.
Louviere, H. (1995). What is the role of consideration sets in choice modelling? International Journal of Research in Marketing, 39-54.
Lubis. (2019). The impact of contextual factors,brand loyalty and brand switching on purchase deicsion of mineral water in convneinece store. Journal of Business Strategy and Execution, 1-24.
Mostafa. (2018). Factors affecting consumer's willingness to buy private label brands.
Spanish Journal of Marketing, 22(3), 341-361.
Noormann, T. (2017). Drivers of private label purchase behaviour across quality tiers and product categories. Journal of Business Economics, 359-95.
Sun. (2019). Toward a theory of ethical consumer intention formation: Re extending the theory of planned behaviour. AMS Review, 1-18.
Sweeney, S. (2001). Consumer percieved value: The development of multiple scale item.
Journal of Retailing, 203-220.
Veloutsou. (2004). Own labels choice criteria and perceived characteristics in Greece and Scotland: Factors influencing the willingness to buy. Journal of Product and Brand Management, 13(4), 228-241.
Wahi. (2017). The rise of private label brands. Retrieved from https://retail.economictimes.indiatimes.com/re-tales/the-rise-of-private-label- brands/2241: https://retail.economictimes.indiatimes.com/re-tales/the-rise-of-private- label-brands/2241
Downloads
Published
How to Cite
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
