Consumer level determinants of private brand attitude: An empirical study in Turkey

Abstract

Private brands, which are offered only in certain retailer as a lower price alternative, are a global phenomenon with a continuous spending growth in the world, as well as in Turkey, especially in grocery products. They were perceived inferior to their counterparts, which has been declining in time due to increasing familiarity with private brands resulting in a positive attitude development. The literature articulates that attitude toward brands is very crucial since it has an impact on consumer purchase behavior. This study aims to explore the consumers’ attitudes to private brands in fast-moving consumer goods (FMCG) in Turkey context and proposes a model that investigates the relationship between private brand attitude and the following consumer level determinants: deal proneness, risk aversion, impulse buying and reliance on word-of-mouth activities. A paper-based questionnaire was conducted with 7292 and 6367 Turkish females at the age of 18 or above in 2013 and 2015, respectively. To test the hypothesis, multiple regression analyses were employed. The findings reveal that Turkish female consumers have a favorable disposition toward private brands, which also increased between two periods of study significantly. Besides, a positive relationship is found between private brand attitude and the following determinants: deal proneness, risk aversion, impulse buying and word-of-mouth within private brand context. These four determinants explain 50% of variance chance in private brand attitude.