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The Role of Previous Experience and Marketing Policy on Consumer Behaviour Towards Different Private Label Categories

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Mbaye Fall-Diallo

    (University of Lille 2
    Université de Lille-Skema Business School)

  • Joseph Kaswengi

    (University of Orléans)

  • Juan Carlos Gázquez-Abad

    (University of Almería)

Abstract

This paper analyses the role of previous experience and marketing policy in explaining consumer behavior towards Private labels (PLs) in expansion and crisis. In order to do this, several multinomial logit (MNL) models using purchase records from scanner data in two categories (butter and yoghurt) are estimated. Our results highlight that previous experience is relevant in explaining purchasing behaviour for the local origin PL in expansion; however, during crisis period, previous experience seems to be relevant for both standard PL and local origin PL. Retailers, therefore, should no longer manage PLs as a homogeneous range of products. In addition, retailers are advised to carefully monitor the macro-economic situation, as the relationships between PL purchasing behavior and its antecedents strongly differ during expansion and crisis situations

Suggested Citation

  • Mbaye Fall-Diallo & Joseph Kaswengi & Juan Carlos Gázquez-Abad, 2015. "The Role of Previous Experience and Marketing Policy on Consumer Behaviour Towards Different Private Label Categories," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 193-201, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_20
    DOI: 10.1007/978-3-319-20182-5_20
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