Does Private Label Quality Influence Consumers’ Decision on Where to Shop?
Article first published online: 29 MAR 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 4, pages 279–292, April 2012
How to Cite
Nies, S. and Natter, M. (2012), Does Private Label Quality Influence Consumers’ Decision on Where to Shop?. Psychol. Mark., 29: 279–292. doi: 10.1002/mar.20521
- Issue published online: 29 MAR 2012
- Article first published online: 29 MAR 2012
When consumers decide where to shop, they take several criteria into account. It is not yet clear whether private label (PL) quality is one of these criteria. It is the intention of this study to shed light on this issue because many retailers have invested heavily into the quality of their PLs. They assume that PLs differentiate a store's assortment and image, which should attract customers to the store. This study examines this assumption by use of a simultaneous equation model that links PL-specific quality evaluations to perceptions of the image of the associated store as well as to the category-specific share of store visits. Empirical results for 10 product categories show that PL quality positively affects store image perception, and influences consumers in the decision of where to shop.