| Popis: |
The aim of this study is to investigate the behavioral influence of four different factors presumably affecting the purchasing behavior of private-label brands (PLB), namely the price sensitivity, consumer trust, attitude toward PLB, and store brand loyalty. A quantitative research was conducted with shoppers who purchase from French retail chains (Carrefour, Casino, Leclerc, and Intermarche). Data derived from 479 respondents have been analyzed using the binary logistic regression technique. Results indicate that attitude toward PLB and less loyalty positively influence the actual purchase behavior of PLB, while no significant effect has been found on the price sensitivity. Moreover, logistic regression analysis reveals that the attitude toward PLB predicts the event Y = 1 (actual purchase), exceeding other factors. Findings of this study challenge the traditional belief toward PLB, showing that consumers no longer buy PLB because they are cheap. |
