Psychographic Traits Influencing Private Label Proneness in the Product’s Life Cycle Growth Stage

The share of PL in various markets differs according to PL relative positioning and its stage in the brand life cycle. This research explores factors influencing the proneness of buying a PL product during its growth stage. Marketers in this stage prefer using price and in-store promotion, while neglecting brand advertising. This paper proposes a conceptual framework for PL proneness that integrates psychographic traits—advertising lover, leaner on extrinsic cues, and early adopter, with variables of PL image and familiarity. This model has been empirically tested. Data were collected through a survey of 914 adult grocery store shoppers. The study employs a factor analysis method following path analysis using structural equation modeling (SEM). The results show the significance of creating a strong and sustainable PL brand through advertising. They also indicate the importance of approaching early adopters. Practical implications: Marketers are advised to change their budget and allocate more to advertising their PL brand, along with their in-store promotions. They should also use advanced tools like data mining to identify potential customers according to their psychographic traits.