Private labels in Chile: Influential factors in the purchase intention

Abstract:

The aim of this study was to contribute to the knowledge of Private Label (PL) brands in Chile. Thequestion was whether there are differences in the perception between buyers and non-buyers and whatfactors affect the intention to purchase this type of brand. This involved an in-home survey in Temuco,Chile on the basis of multistage random sampling. Using a one-way ANOVA, it was determined thatprivate label buyers are looking to save more on their purchases than non-buyers. They also had a betterperception of the quality of these brands. Using linear regression, the main factors were obtainedthat determine the purchase intention: frequency of purchase and attitude towards private labels. Thevariable that affected attitude was mainly the perception of the quality of private labels. These resultsdo not differ greatly from the studies conducted in Europe or the United States.

Año de publicación:

2016

Keywords:

Fuente:

scopus