Private label in consumer dynamics

The private label assumes growing importance in consumption dynamics and in management policies of retailers, generating conflicting opinions between scholars and practitioners on the motivations that drive consumers to buy private label products and on the reasons justifying the current market shares at the European level. The present work aims at analyzing the factors affecting the purchase frequency of the private label products through questionnaires administered to 500 consumers in 3 European countries (Italy, Germany, Spain); each respondent provided answers on 3 private labels of the respective country, thus generating 1,500 forms of the perceptions on 9 private labels in the household category. The results of the work - "analyzed with the Anova methodology on the multiple linear regression model" - and the consequent managerial implications in terms of skills, competencies and strategies for the management of the private label, intend to contribute to the research on the purchase motivation of private label and provide a useful model to implement further research on the factors that determine the purchase of private label products in other categories or in other contexts.