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How Assortment Composition Affects Consumers’ Intentions to Buy PL

In: National Brands and Private Labels in Retailing

Author

Listed:
  • Juan Carlos Gázquez-Abad

    (University of Almería)

  • Francisco J. Martínez-López

    (University of Granada
    Open University of Catalonia)

Abstract

Recent professional publications show that national brand (NB) delistings are not uncommon in food retailing. However, retailers’ boycotts of individual brands might have negative consequences. This paper analyses how offering an ‘only-Private label (PL)’ or ‘PL and NB’ assortment influences consumers’ intentions to buy PL. Our research is based on a controlled online experiment with a large existing consumer panel in the American market owned by IRI Worldwide. Our results suggest that both the number of NBs and the proportion of high-equity NBs contained in a given assortment are aspects of interest for retailers to take into account when designing their product offer.

Suggested Citation

  • Juan Carlos Gázquez-Abad & Francisco J. Martínez-López, 2014. "How Assortment Composition Affects Consumers’ Intentions to Buy PL," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Irene Esteban-Millat & Juan Antonio Mondéja (ed.), National Brands and Private Labels in Retailing, edition 127, pages 27-37, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-07194-7_3
    DOI: 10.1007/978-3-319-07194-7_3
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