A Scale for Measuring Attitude toward Private Label Products and an Examination of its Psychological and Behavioral Correlates

A measure of consumers' attitudes toward private label brands is developed, and its psychometric properties are assessed. Predictions are then tested regarding relationships between private label attitude and (1) latent perception and sale promotion constructs, and (2) purchase behaviors measured in a field setting. The measure is positively related to value consciousness, deal proneness, and smart-shopper, self-perceptions, and negatively related to the propensity to be brand loyal and hold price-quality perceptions. Despite a positive relationship between the latent constructs of private label attitude and deal proneness, the consumer segment that allocated a high percentage of total purchases to private label products made fewer purchases on sale or with a coupon. These findings suggest that consumers may choose between price-related deals and private label purchases.