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The impact of immediate and delayed monetary promotions of private label brands on purchase intention : exploring the role of customer perceived value

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Resumo:More and more customers are choosing to buy private label brands instead of national brands, and Portugal is a good example with a market share of store brands around 33% in recent years. Aligned with this phenomenon, customers are also buying a lot of their grocery products with some type of promotion. This forces brands to develop a very dynamic promotional plan, and the days when national brands were the only ones doing promotions are long gone. Nowadays store brands invest a lot as well in offering price discounts. As such, the purpose of this dissertation is to understand the impact of these monetary promotions performed by private label brands on purchase intention, differentiating between two discount levels and two gratification timings, and exploring the role of customer perceived value. In order to study this interaction, a pretest was conducted to more accurately define the stimuli, followed by a survey with five different promotional scenarios, including a control group with no promotion, for two product categories – shampoo and milk. The results from the survey indicate that monetary promotions of private label brands do not impact customers’ purchase intention. Relatively to the type of discount it is clear that a high immediate discount is preferred over all the others, but only under an immediate scenario do customers favour a high over a low discount. Retailers should rather invest in improving their brands’ perceived value, which does strongly impact customers’ purchase intention positively.
Autores principais:Neves, Catarina Isabel Arsénio
Assunto:Sales promotions Private label brands Immediate and delayed price discounts Purchase intention Perceived value Promoções Marcas próprias Descontos imediatos e na próxima compra Intenção de compra Perceção de valor
Ano:2018
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Católica Portuguesa
Idioma:inglês
Origem:Veritati - Repositório Institucional da Universidade Católica Portuguesa

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