An investigation into marketing activities role on the purchase of private label brands

Abstract

The upsurge of private label brands has allowed retailers to expand their product offerings. However, these brands have been met with varying perceptions among consumers across the world. Therefore, this study investigated the role that marketing might have on the purchase intentions of customers opting to/not to purchase private label brands. The marketing instruments in question for this study were advertising, pricing, and price promotion, and their effect on customers’ purchase intention for private label brands. An integrative systematic review methodology in searching, screening, selecting, including, and excluding research articles; search strings were also formulated in searching for articles was followed. In this paper, a synthesis of the literature was undertaken, and future research direction was provided, giving future research and retailers three propositions to understand the effect of pricing, price promotions, and advertising in the purchase of private label brands.

Authors & affiliations

Sbonelo Gitt Ndlovu
Affiliation not supplied

Shalen Heeralal
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.1016/j.redeen.2016.09.003

DOI: 10.1007/s10257-016-0310-2

DOI: 10.1108/MIP-11-2018-0514

DOI: 10.1007/s13668-019-00287-z

DOI: 10.1016/j.jretconser.2015.03.002

DOI: 10.1111/obr.12948

DOI: 10.31620/JCCC.06.20/10

Boon, L. K., Fern, Y. S., & Meng, Y. W. (2018). A study of purchasing intention of private label brands in Malaysia. Global Business and Management Research, 10(3), 1025.

DOI: 10.1108/JPBM-09-2017-1590

Brata, B. H., Husani, S., & Ali, H. (2017). The influence of quality products, price, promotion, and location to product purchase decision on Nitchi at PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2(4), 357-374. https://doi.org/https://doi.org/ 10.21276/sjbms

DOI: 10.1016/j.iedeen.2016.10.001

DOI: 10.1016/j.jretconser.2015.11.001

DOI: 10.2139/ssrn.3147151

DOI: 10.1016/j.emj.2018.05.003

DOI: 10.1108/JCM-03-2017-2134

Ghezelbash, S., & Khodadadi, H. (2017). Evaluating the impact of promotion price, product quality, service quality, customer satisfaction and repeating purchase incentives (Case Study: Amiran Chain Stores). The Journal of Internet Banking and Commerce, 22(S8), 1-17.

DOI: 10.1016/j.jretai.2020.10.007

DOI: 10.1111/joie.12178

DOI: 10.1108/IJRDM-11-2019-0364

DOI: 10.1016/j.ijresmar.2018.03.001

DOI: 10.1080/00036846.2014.1002899

Marketing, R., & Giesler, M. (2013). Definitions of Marketing. Disponible en:[4 de junio de 2009].

Mihajlovi?, L. S., & Trajkovi?, S. (2020). The importance of marketing instruments for market approach and operation of export companies. Journal of Process Management. New Technologies, 8(1). https://doi.org/http://dx.doi.org/10.5937%2Fjouproman8-24859

Ndlovu, S. G., & Heeralal, S. (2021). The Perceptions Of Customers Towards Private Label Brands In The Grocery Retail Sector: A Case Of Ethekwini Municipality. The Retail and Marketing Review, 17(1), 33-42. https://doi.org/https://doi.org/10520/ejc-irmr1-v17-n1-a4

DOI: 10.1080/15623599.2020.1795986

DOI: 10.1080/09537287.2017.1309707

DOI: 10.1108/BFJ-01-2020-0048

Singh, A., Gupta, R., & Kumar, A. (2018). Consumer purchase decision towards private label brands: Evidence from the Indian market. International Journal of Supply Chain Management, 7(4), 84-93.

DOI: 10.1016/j.jbusres.2019.07.039

DOI: 10.1007/978-3-319-92084-9_16

Tarasova, E., Matuzenko, E., & Naplekova, I. (2020). Modern marketing instruments for the company’s market promotion. Journal of Research on Trade, Management and Economic Development, 13(1), 7-19.

DOI: 10.1108/IJOEM-02-2011-0016

DOI: 10.1080/09593969.2018.1433704

DOI: 10.1111/1467-8551.00375

DOI: 10.1080/10454446.2017.1266563