Consumer preference towards private label and manufacturer brands in organised packaged food retailing

Abstract

Posited in contingency theory and resource based frameworks, the research incorporates the diverse literature from across resource perspective, stakeholder perspective, consumer psychology, cognition theory and neuro-marketing literature. The consumer based private label behavior(PLB) in turns seeks to capture the diverse dimensions that comprises the consumer based inclination, the psychographics and cognitions to award more preference to private labels over the manufacturer based national brands. The key constructs as operationalized are Quality Variabilityand#8223;, Experience versus Searchand#8223;, Price Consciousnessand#8223;, Variety seeking behaviorand#8223;, Smart Shoppingand#8223;, Promotion Orientationand#8223;, Store based indulgence in category managementand#8223;, Store based efforts to invest in consumer relationsand#8223;, Prior Loyaltiesand#8223;, Self-Controland#8223;, Price-Quality Relationshipand#8223;. The research adopted the factor analysis tools for the extraction and confirmation of the respective factor structure. The logic behind the adoption of factor analysis tools is to ascertain the loading and non-loading aspects amongst the responses as generated from the likert based scale. The extractive factor analysis across SPSS is deemed essential to evaluate the dimensions and establish the dimensional validity across the responses. The SPSS and AMOS statistical software were leveraged to analyze the mine the data hence collected. The proposed model was validated and the respective findings were observed to be true. The model hence finalized constituted the conceptualization of influences from customer view point and emphasizes the role of product attributes (quantified and operationalized with aid of factors quality variabilityand#8223; and experience versus searchand#8223;), psychographics (quantified and operationalized with aid of factors price consciousnessand#8223;, variety seeking behaviorand#8223;, smart shopping attitudeand#8223; and promotion orientationand#8223;), store based contextual influences ( quantified and operationalized with aid of store indulgence in category managementand#8223; and store