Title: Determinants of consumer preference towards private label and manufacturer brands in organised packaged food retailing: a factor analysis approach

Authors: Nidhi Tandon; Jayender Verma

Addresses: Department of Commerce, Faculty of Commerce and Business Studies, Manav Rachna International Institute of Research and Studies (Deemed-to-be-University), Faridabad, Haryana, India ' Department of Commerce, Faculty of Commerce and Business Studies, Manav Rachna International Institute of Research and Studies (Deemed-to-be-University), Faridabad, Haryana, India

Abstract: The consumer-based correlates seem to be the most prominent determinants of preference towards private label and manufacturer brands in organised packaged food retailing. The literature on determinants of consumer preference towards private label and manufacturer brands in organised packaged food retailing identifies consumer mindsets and 'considerations sets' as being influenced by of changes in consumer's perceptions of product attributes, on account of changes in pre-held consumer inclinations, or on account of changes in perceptions with regard to category management across stores-based shelves and perceptions of prior loyalties. The study hence derived from a sample size of 438 and establishes relationship amongst the aspects. The theoretical contributions of the study lies in the benefits that the grocery retailers seem to realise and the integration of the scattered pieces of theory and literature that could be of vital help for leveraging the power of customer psychographics in facilitating the shift from national brands to store promoted retailer brands in food retailing. The research findings promote the earlier studies under the umbrella of 'cue utilisation' theory, 'planned behavioural' prospects, 'expected utility' prospects and 'self-perception' theory.

Keywords: private label behaviour; packaged food; retailing determinants; factor analysis; SEM.

DOI: 10.1504/IJICBM.2023.132740

International Journal of Indian Culture and Business Management, 2023 Vol.29 No.4, pp.508 - 523

Accepted: 09 Apr 2022
Published online: 09 Aug 2023 *

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