Role of Consumer’s Social Risk Perceptions in Retailing Private Label Brands

• 발행기관: 한국유통과학회
• 저자명: Sanjeevni GANGWANI Meenu MATHUR Abeer ABDULAZIZ ALEESA
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.2, 1063~1070쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

The study aims to investigate the role of consumer’s social risk perceptions in retailing private label brands. Since private label brands are exclusively available at retail stores, consumers make their purchase decisions regarding them based on the image of that retail outlet. While buying them, risk perceptions are influenced by the retail store’s image. The study identifies various retail store dimensions. For this purpose, primary data was collected using a survey questionnaire that was administered to a representative sample of retail store consumers in Riyadh. The data was analyzed and exploratory factor analysis was applied using SPSS 25 version to extract store image dimensions. The results showed six significant dimensions of retail store image namely ‘Sales Staff’, ‘Promotion’, ‘Store Environment’, ‘Store Services’, ‘Product Assortment’, and ‘Customer Convenience’. Regression Analysis was performed and the effect of these retail store image dimensions was tested on social risk perceptions of consumers. Results indicate that store image dimensions significantly influence consumer’s perceived social risk perceptions. However, the relationship is not consistent across all the six identified store image dimensions. The study brings forth several valuable consumer insights and the findings of the study have some very interesting and practical implications for retailers.

목차

1. Introduction

2. Literature Review

3. Method

4. Data Analysis and Results

5. Discussion and Conclusion

키워드

Consumer Behaviour Private Label Brands Retail Store Image Social Risk Retailing