Perceived price, loyalty and purchase intention of private label brands: an empirical study in an Ecuadorian supermarket
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Abstract
Private label products have acquired over the years an increasing relevance in consumer preferences and in retailers' management policies. The present study aims to investigate the factors that influence the purchase intention of private label products, analyzing four variables which are brand image, perceived price, perceived quality and loyalty. The data were collected through a questionnaire to a sample of 384 customers of the supermarket chain "Mi Comisariato" in the city of Machala. The results show that consumers' purchase intention related to private label products is most strongly influenced by brand loyalty and perceived price. The study provides useful indications on the role of private labels in retailers' marketing strategies to manage assortments and achieve differentiation from leader brands.
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Evelyn Karolina Márquez-Peñaloza, Universidad Técnica de Machala - Ecuador
My name is Evelyn Karolina Márquez Peñaloza, I’m a student of Marketing at the Universidad Técnica de Machala, I’m currently in my 8th semester. In the research field I’ve published a scientific article and I’ve developed research projects at an academic level.
Gissella Karina Leiva-Riofrio, Universidad Técnica de Machala - Ecuador
My name is Gissella Karina Leiva Riofrio, I’m a student of Marketing at the Universidad Técnica de Machala. I’m currently in my 8th semester. For me, the elaboration of scientific articles is satisfactory, due to the relevant information that is collected, in this way to know the reality of the market through the results.
María Fernanda Villavicencio-Rodas, Universidad Técnica de Machala - Ecuador
Research professor at the Universidad Técnica de Machala, Engineer in Marketing and Negotiation, Master in Business Management, PhD Candidate in Marketing at the University of Valencia Spain, Marketing Consultant, Qualified Trainer (SECAP). Six years of university Teaching, experience in Marketing, Marketing Management, International Marketing, Product Development, Leadership and Negotiation. Teacher Member of the COMARK Research Group. Place of residence Machala Ecuador.
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