TY - GEN
T1 - Comparison of Consumer Involvement Across PLB Categories in Retail Food
AU - Gendel-Guterman, Hanna
N1 - Publisher Copyright:
© 2019, Springer Nature Switzerland AG.
PY - 2019
Y1 - 2019
N2 - Food retail categories are considered to be have low involvement and have few publications. The aims of this research are to explore the level of involvement of different categories in the food industry and to discover how this involvement affects private label share in each category. A new scale of involvement was constructed using six sources of involvement. The data set includes a consumer survey of 1652 shoppers in conjunction with data mining from sales of food chain retailers. The results showed that when using the proposed scale, a large difference exists in the level of involvement between categories, there are significant differences in the effect of the source on each category, and consumers show a large range of importance that they attach to each source and category. The level of involvement is negatively correlated to its standard deviation. Regression analysis suggests that the level of involvement influences negatively the share of private label brands in the category (percentage of category sales) and the relative number of PLB buyers in the category. These results can aid the retail merchant in introducing new PLB categories.
AB - Food retail categories are considered to be have low involvement and have few publications. The aims of this research are to explore the level of involvement of different categories in the food industry and to discover how this involvement affects private label share in each category. A new scale of involvement was constructed using six sources of involvement. The data set includes a consumer survey of 1652 shoppers in conjunction with data mining from sales of food chain retailers. The results showed that when using the proposed scale, a large difference exists in the level of involvement between categories, there are significant differences in the effect of the source on each category, and consumers show a large range of importance that they attach to each source and category. The level of involvement is negatively correlated to its standard deviation. Regression analysis suggests that the level of involvement influences negatively the share of private label brands in the category (percentage of category sales) and the relative number of PLB buyers in the category. These results can aid the retail merchant in introducing new PLB categories.
KW - Involvement
KW - Retail food categories
KW - Risk
KW - Scale
UR - http://www.scopus.com/inward/record.url?scp=85125338673&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-18911-2_13
DO - 10.1007/978-3-030-18911-2_13
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AN - SCOPUS:85125338673
SN - 9783030189105
T3 - Springer Proceedings in Business and Economics
SP - 99
EP - 105
BT - Advances in National Brand and Private Label Marketing - 6th International Conference 2019
A2 - Martínez-López, Francisco J.
A2 - Gázquez-Abad, Juan Carlos
A2 - Roggeveen, Anne
PB - Springer Science and Business Media B.V.
T2 - 6th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2019
Y2 - 12 June 2019 through 14 June 2019
ER -