Advanced

What drives the organic private label customer? A study of the influencing variables on the purchase behaviour

Albsmeier, Evelyn LU and Elnahas, Nada LU (2017) BUSN39 20171
Department of Business Administration
Abstract
Purpose:
The purpose of this thesis is to examine, which of those variables suggested by past research – i.e. consumer attitude, store image, perceived price, packaging and perceived quality - have a significant influence on the customer’s purchase behaviour of organic private labels.

Methodology:
A quantitative study with a deductive approach and a cross-sectional design was chosen to obtain quantifiable results. Further, the questionnaire was designed carefully, following current guidelines, so that most reliable results were achieved. To analyse the collected data and ultimately answer the research questions a logistic regression, as well as an analysis of variances, was implemented.

Theoretical perspective:
This thesis studies... (More)
Purpose:
The purpose of this thesis is to examine, which of those variables suggested by past research – i.e. consumer attitude, store image, perceived price, packaging and perceived quality - have a significant influence on the customer’s purchase behaviour of organic private labels.

Methodology:
A quantitative study with a deductive approach and a cross-sectional design was chosen to obtain quantifiable results. Further, the questionnaire was designed carefully, following current guidelines, so that most reliable results were achieved. To analyse the collected data and ultimately answer the research questions a logistic regression, as well as an analysis of variances, was implemented.

Theoretical perspective:
This thesis studies the consumer purchase behaviour regarding the organic private labels by using theories from organic food and private labels literature.

Empirical foundation:
The 100 responses were gathered at the beginning of May 2017 in two big supermarkets in Lund, Sweden, with a systematic sampling method to secure a sample of typical private label shoppers. Pen-and-paper questionnaires were personally handed out at the cash point.

Findings:
The store image, the tendency to buy the best available product and the organic attitude are significantly more important for the purchase of organic private labels, compared to the purchase of non-organic private labels. (Less)
Please use this url to cite or link to this publication:
author
Albsmeier, Evelyn LU and Elnahas, Nada LU
supervisor
organization
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
Private Label, Organic Private Label, Organic Food, Purchase Behaviour, Perceived Quality, Store Image, Perceived Price, Packaging, Consumer Attitude
language
English
id
8919375
date added to LUP
2017-06-30 11:33:42
date last changed
2017-06-30 11:33:42
@misc{8919375,
  abstract     = {Purpose:
The purpose of this thesis is to examine, which of those variables suggested by past research – i.e. consumer attitude, store image, perceived price, packaging and perceived quality - have a significant influence on the customer’s purchase behaviour of organic private labels.

Methodology:
A quantitative study with a deductive approach and a cross-sectional design was chosen to obtain quantifiable results. Further, the questionnaire was designed carefully, following current guidelines, so that most reliable results were achieved. To analyse the collected data and ultimately answer the research questions a logistic regression, as well as an analysis of variances, was implemented.

Theoretical perspective:
This thesis studies the consumer purchase behaviour regarding the organic private labels by using theories from organic food and private labels literature.

Empirical foundation:
The 100 responses were gathered at the beginning of May 2017 in two big supermarkets in Lund, Sweden, with a systematic sampling method to secure a sample of typical private label shoppers. Pen-and-paper questionnaires were personally handed out at the cash point.

Findings:
The store image, the tendency to buy the best available product and the organic attitude are significantly more important for the purchase of organic private labels, compared to the purchase of non-organic private labels.},
  author       = {Albsmeier, Evelyn and Elnahas, Nada},
  keyword      = {Private Label,Organic Private Label,Organic Food,Purchase Behaviour,Perceived Quality,Store Image,Perceived Price,Packaging,Consumer Attitude},
  language     = {eng},
  note         = {Student Paper},
  title        = {What drives the organic private label customer? A study of the influencing variables on the purchase behaviour},
  year         = {2017},
}