Consumers’ behaviors towards private labels

Category criteria

Buy retail brands when:

Batra and Sinha (2000) [23] DelVecchio (2001) [24]

Cuneo et al. (2012) [12]

Functional product

Batra and Sinha (2000) [23]

Perceived quality doesn’t vary between national brands and private labels.

Batra and Sinha (2000) [23]

Perceived risk is low. Functional risk is related to the retailer’s know-how in that psychological risk is both related to the consequences of making a mistake and social image of the consumer as well as financial risk.