Abstract:

This study analyzes the impact of retail store characteristics, including aspects such as store image, store service quality and familiarity, on the private label purchasing behavior of consumers. In this regard, the extent of the study is limited with retailers in the form of supermarkets and data is collected from 459 customers on the identified locations via face to face questionnaires. The results of the analyses revealed that retail store image, store service quality – that is composed of four factors (Personal interaction with customers, physical aspects, reliability and policy) and familiarity of the retailer affect consumers’ attitude towards private labels positively. Also it is found out that consumers’ attitudes towards private labels affect consumers’ intention to buy private labels positively. The results aim to shed light on retailers private label plans and programs and fill the gap in the literature.

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