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How Assortment Composition Affects Consumers’ Intentions to Buy PL

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National Brands and Private Labels in Retailing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Recent professional publications show that national brand (NB) delistings are not uncommon in food retailing. However, retailers’ boycotts of individual brands might have negative consequences. This paper analyses how offering an ‘only-Private label (PL)’ or ‘PL and NB’ assortment influences consumers’ intentions to buy PL. Our research is based on a controlled online experiment with a large existing consumer panel in the American market owned by IRI Worldwide. Our results suggest that both the number of NBs and the proportion of high-equity NBs contained in a given assortment are aspects of interest for retailers to take into account when designing their product offer.

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Notes

  1. 1.

    More details about the composition of the panel are available from the corresponding author upon request.

  2. 2.

    They rate brands by indicating the perceived consumer preference.

  3. 3.

    Details about assortments are available from the corresponding author upon request.

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Acknowledgements

The authors would like to acknowledge the financial support received from the Fundación Ramón Areces (Spain).

Author information

Authors and Affiliations

  1. Faculty of Economics, University of Almería, Agrifood Campus of International Excellence ceiA3, Almería, Spain

    Juan Carlos Gázquez-Abad

  2. Business School, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  3. Open University of Catalonia, Barcelona, Spain

    Francisco J. Martínez-López

Authors
  1. Juan Carlos Gázquez-Abad
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  2. Francisco J. Martínez-López
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Corresponding author

Correspondence to Juan Carlos Gázquez-Abad .

Editor information

Editors and Affiliations

  1. Department of Economy and Business, University of Almeria Faculty of Business and Economics, Almeria, Spain

    Juan Carlos Gázquez-Abad

  2. Dept. Business Administration, University of Granada Business School, Granada, Spain

    Francisco J. Martínez-López

  3. Estudios de Economía y Empresa, Open University of Catalonia, Barcelona, Spain

    Irene Esteban-Millat

  4. Facultad de Ciencias Sociales, Universidad Castilla la Mancha, Cuenca, Spain

    Juan Antonio Mondéjar-Jiménez

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Gázquez-Abad, J.C., Martínez-López, F.J. (2014). How Assortment Composition Affects Consumers’ Intentions to Buy PL. In: Gázquez-Abad, J., Martínez-López, F., Esteban-Millat, I., Mondéjar-Jiménez, J. (eds) National Brands and Private Labels in Retailing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-07194-7_3

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