Shopping Value, Satisfaction, and Behavioral Intentions: A Sociodemographic and Interproduct Category Study on Private Label Brands

ABSTRACT

Shopping value and consumer satisfaction research streams have witnessed significant developments in the last decade. The present study has empirically examined the relationships among utilitarian and hedonic value, satisfaction, and the resultant behavioural intentions in the context of private label brands. It is also endeavored to find the moderating effect of certain sociodemographic factors and product category on the above relationships. Indian consumers (n = 500) completed self-administered surveys. The empirical findings have supported the conceptual model. The findings of the present study have contributed towards the development of an organizing framework for these relationships in an applied discipline such as retailing. The uniqueness of the study lies in the fact that the relationships and moderating effects were examined in the context of private label branded products.

KEYWORDS:

• Utilitarian and hedonic value
• consumer satisfaction
• loyalty
• word-of-mouth
• intention to switch
• moderating and mediating effects
• sociodemographics