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Les déterminants perceptuels d’achat des MDD : le cas des non-acheteurs et des acheteurs occasionnels

Author

Listed:
  • Samy Belaïd

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Sedki Karoui

    (UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Jérôme Lacoeuilhe

    (UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

This study aims to identify the determinants of the actual purchase of private labels by non-buyers and occasional buyers. We conducted quantitative online research with 151 people from a panel of customers of retail chains (Carrefour, Casino, Leclerc, and Intermarché). To test the research model, we used structural equations, adopting the partial least squares method. The results indicate that the attitude towards private labels, on the one hand, has a total mediating role between price sensitivity and the actual purchase (or not) of a private label, and, on the other hand, a partial mediating role between trust in the brand and the actual purchase of private labels. This research shows that attitude towards private labels plays a central role in converting non-buyers of private labels and occasional buyers of private labels into more regular buyers. Theoretical contributions and managerial implications are also developed.

Suggested Citation

  • Samy Belaïd & Sedki Karoui & Jérôme Lacoeuilhe, 2022. "Les déterminants perceptuels d’achat des MDD : le cas des non-acheteurs et des acheteurs occasionnels," Post-Print hal-05326108, HAL.
    • Handle: RePEc:hal:journl:hal-05326108
    Note: View the original document on HAL open archive server: https://hal.science/hal-05326108v1
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