Understanding what impacts the purchase intention for private label brands
: effects of quality, value, loyalty, promotions and involvement, among portuguese consumers

  • Nuno Miguel Domingues Furtado Osório Nunes (Student)

Student thesis: Master's Thesis

Abstract

This thesis aims to understand what variables mostly impact the purchase intention for Private Label brands, and if such impact changes with the introduction of product involvement as a moderator effect. Specifically, the goal is to study four different categories, which differ in their involvement level, through a questionnaire based on five constructs, four of which were used in previous research, one created by the author. The information is then used to estimate linear regression models, to understand the relative impact of each of these variables on the purchase intent for private labels, of the product categories chosen. This study aims to provide information, to both retailers and national brand manufacturers, about what variables assume a more impactful role in the purchase intension, and for them to use this information as a strategic element to improve their performance in these categories, and to possibly extrapolate some of the findings to other categories. Results have shown that Quality (both its perceived level and its level of variability in a product category) in general remains as the most impactful variable. Besides Quality, Loyalty (to a specific private label and consequently retailer) and Promotions, also stand as significant variables. This means that retailers, essentially must improve the quality of their brands, in order place their brands closer to national brands, as a credible alternative.
Date of Award14 Feb 2017
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Romeiro (Supervisor)

Designation

  • Mestrado em Gestão e Administração de Empresas

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