Influence of retailer equity and customer personality on private label brand attitude

Abstract

Private Label Brands PLB are the most preferred by many leading retailers as they are a primary source of profit Research studies show that PLBs are available in more than 95 per cent of product categories of CPG Indian organised retailers show particular interest to launch their PLBs in grocery product categories NSSO report states that Indians spend close to 50 per cent of their income on the purchase of food related goods This research deals with PLB in grocery product category Customers personality influences the purchase behavior The personality of a person can be defined as Big Five Personality Factors Those personality factors include Openness Conscientiousness Extroversion Agreeableness and Neuroticism Similar to products retail stores also carry a brand and the popularity of store affect the perception of the goods available in the store The equity of the store is called newlineas Retailer Equity Scales developed by Pappu and Quester 2006 Mini IPIP scale newlinedeveloped by Donnellan et al 2006 and scale developed by Burton et al 1998 are used for collecting details on Retailer Equity Customer Personality and PLB Attitude respectively Reliability tests were conducted for the questionnaire through a pilot study and the Cronbachs and#945; value was found to be above 0.05 for all concepts On the whole 592 responses were found to be complete from a total of 630 Responses were collected from customers who had purchased at organised retail stores recently Purposive sampling technique was used to collect data. newline newline