Consumers' intentions of buying ownlabel premium food products

Purpose Each ownlabel product enjoys different levels of customer acceptance and perceived risk and requires different attention with respect to the different elements of the marketing mix. This paper explores the factors affecting consumers' intentions to buy an ownlabel premium food product....

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Bibliographic Details
Published in:The journal of product & brand management 2010-08, Vol.19 (5), p.327-334
Main Authors: Chaniotakis, Ioannis E., Lymperopoulos, Constantine, Soureli, Magdalini
Format: Article
Language:English
Subjects:
Brand names
Economic performance
Greece
Olive oil
Product management
Online Access:Get full text
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Summary:Purpose Each ownlabel product enjoys different levels of customer acceptance and perceived risk and requires different attention with respect to the different elements of the marketing mix. This paper explores the factors affecting consumers' intentions to buy an ownlabel premium food product. More specifically, this study focuses on the case of ownlabel olive oil. Designmethodologyapproach The research involved a review of the available literature on factors affecting consumer attitudes towards ownlabel products. For the collection of data, a survey was designed and conducted in the greater area of Athens, Greece. The research questionnaire was administered by means of personal interviews to 799 consumers. Findings Data analysis results, using structural equation modelling, showed that consumers' purchase intention is directly affected by consumers' attitudes towards ownlabel olive oil, which in turn are influenced by consumers' perceived benefits, economic situation, brand loyalty and trust. Moreover, the level of income has a direct negative impact on both consumer attitudes and purchase intention. Research limitationsimplications Limitations relate to the use of nonprobability sample and the restricted geographical area of the field research. Originalityvalue Considering that ownlabel products' quality is questionable, this study contributes to the academic body of knowledge, by examining consumers' perceptions about a premium ownlabel food product. By testing existing knowledge in a new context, the paper makes incremental contribution to the knowledge on ownlabel products, and provides insights for practitioners.
ISSN:1061-0421
DOI:10.1108/10610421011068568