Analysis of attitudes towards private label prodocuts based on retailer prestige

Private label products are a significant factor influencing consumers' brand perceptions and purchasing behavior. These products are specifically produced, commissioned, and offered for sale by certain retail chains or stores. However, their sales rates tend to be lower than those of manufacturer brands. One potential reason for this is the perception of the store's prestige that sells these private label products. An analysis of attitudes, perceptions, and behaviors within the context of store prestige concerning private label products is crucial for understanding consumers' perspectives and purchasing tendencies toward these items. This analysis can serve as a valuable guide when forming marketing strategies and offering products tailored to the target audience. In this quantitative study, data collected from a sample of 448 individuals via a survey were analyzed. The results revealed that the prestige of national retail chains is perceived to be higher than that of discount chains, and consumer attitudes towards the private label products of high-prestige stores are more positive. However, attitudes toward private label products in discount stores are more positive than those toward products in national chains. Additionally, it was found that discount chains, like national chains, are perceived as prestigious by a segment of consumers. Consumers who primarily shop at national retail chains did not show significantly different attitudes toward private label products compared to others, whereas those who predominantly shop at discount stores exhibited more positive attitudes towards the private label products of these stores. Lastly, consumers who view their preferred store as prestigious were found to have more favorable attitudes towards the private label products of that store.