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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0007-070X
- DOI
- 10.1108/00070709110007468
- Publisher site
- See Article on Publisher Site
Abstract
The role of private labels in consumer choice isstudied by considering two issues do privatelabels affect the way people buy within a store,and do they affect the way people choose betweenstores The revealed behaviour of consumers isstudied, both descriptively and using a verygeneral model of behaviour, the Dirichlet. Someexamples are presented which show that withina store, the way consumers buy private labels issimilar to the way they buy brands, and that forthe buying of a product at different stores,consumers patronise stores with private labels inmuch the same way as stores without them.
Journal
British Food Journal – Emerald Publishing
Published: Sep 1, 1991