Selecting Factors Affecting the Purchase of Private Label Products. In Advances in National Brand and Private Label Marketing

The aim of this conceptual paper is to present a selection of the factors affecting purchase of private label products in grocery, integrating the existing literature about private label and purchase motivations. The factors have been chosen by the prevailing literature and by retailers’ experiences synthesized by different secondary data sources. Each of the 13 factors is contextualized to private label products, generating some questions about consumer perceptions and preferences, which represent the core of a research in progress regarding the Spanish, German and Italian market experiences. The selection of the factors aims at building a model useful to understand the role and the weight of each variable than the other ones and to analyse how the combination between factors change according to different markets, channels, retailers or product categories. The selection implies an integrated and systemic use of the whole list of factors that represents the originality of the paper and could contribute to build future research, searching for answers about the reasons why consumers increasingly buy private label.