British Food Journal ( IF 3.3 ) Pub Date : 2020-11-16 , DOI: 10.1108/bfj-01-2020-0048 Marcello Sansone , Fabio Musso , Annarita Colamatteo , Maria Anna Pagnanelli
Purpose
This research paper aims to understand which factors influence the purchase of private label food products, by measuring the importance of 14 variables for purchasing frequency.
Design/methodology/approach
Data were collected through questionnaires to a sample of consumers. They have been analysed according to the extra tree classifier methodology, which allows providing a more reliable classification – compared to previous studies – of factors affecting consumers' choices of private label products.
Findings
Results show that consumers' choices related to private label food products are influenced by groups of heterogeneous variables related to their perception on products, satisfaction of post-consumption, store's role and trust built over time by retailers.
Research limitations/implications
Data have been collected through an online survey, which could generate the bias of self-selection; the sampling method is non-probabilistic.
Practical implications
The study provides useful indications on the role of private labels in retailer management policies and on marketing competences and skills that are necessary for managing retailers' assortments.
Originality/value
The existing literature lacks clarity on the factors that influence the frequency of purchasing private label food products. By considering a higher number of variables than previous studies, it has been possible to classify and measure the importance of each variable included in the analysis framework adopted, also in case of correlation between variables.
中文翻译:
影响购买自有品牌食品的因素
目的
本研究报告旨在通过测量14个变量对购买频率的重要性,来了解哪些因素会影响自有品牌食品的购买。
设计/方法/方法
通过问卷调查将数据收集到消费者样本中。根据额外的树分类器方法对它们进行了分析,与以往的研究相比,该方法可以对影响消费者选择自有品牌产品的因素进行更可靠的分类。
发现
结果表明,与自有品牌食品相关的消费者选择受不同类别变量的影响,这些变量与他们对产品的看法,消费后的满意度,商店的作用以及零售商在一段时间内建立的信任有关。
研究局限/意义
数据是通过在线调查收集的,这可能会产生自我选择的偏见;抽样方法是非概率的。
实际影响
这项研究提供了有用的指示,说明了自有品牌在零售商管理政策中的作用,以及管理零售商分类所必需的营销能力和技能。
创意/价值
现有文献对影响购买自有品牌食品的频率的因素缺乏明确性。通过考虑比以前的研究更多的变量,即使在变量之间具有相关性的情况下,也有可能对采用的分析框架中包含的每个变量进行分类和衡量。