How Private Labels Affect Consumer Choice
Article publication date: 1 September 1991
The role of private labels in consumer choice is studied by considering two issues: do private labels affect the way people buy within a store, and do they affect the way people choose between stores? The revealed behaviour of consumers is studied, both descriptively and using a very general model of behaviour, the Dirichlet. Some examples are presented which show that within a store, the way consumers buy private labels is similar to the way they buy brands, and that for the buying of a product at different stores, consumers patronise stores with private labels in much the same way as stores without them.
Ellis, K. and Uncles, M.D. (1991), "How Private Labels Affect Consumer Choice", British Food Journal, Vol. 93 No. 9, pp. 41-49. https://doi.org/10.1108/00070709110007468
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