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2022 | OriginalPaper | Buchkapitel

Does Consumer Involvement in PLBs of Retail Food Affect Development?

verfasst von : Hanna Gendel-Guterman, Dalia Shilian

Erschienen in: Advances in National Brand and Private Label Marketing

Verlag: Springer International Publishing

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Abstract

Although retail categories are considered to have low consumer involvement, findings asserted that there are different levels of involvement among them that affects private label share in each category. The aim of this research is to explore how consumer involvement influences the market penetration of PLB categories over several years. The research includes a scale of involvement for each category, and of PLB shares from sales of large supermarket chains in Israel between 2015 and 2018. The analysis indicates that the effect of consumer involvement is decreasing over time. However, several sources of involvement including social, quality, and price, still influence the growth of the various categories.

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Titel: Does Consumer Involvement in PLBs of Retail Food Affect Development?
verfasst von: Hanna Gendel-Guterman
Dalia Shilian
Verlag: Springer International Publishing
Buch: Advances in National Brand and Private Label Marketing
Print ISBN: 978-3-031-06580-4

Electronic ISBN: 978-3-031-06581-1

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-031-06581-1_1