| المستخلص: |
This study attempts to explore the key drivers that work us determinants of successful private label brand programs and lead to consumers' store loyalty through consumers' trust and satisfaction. The rationale of this study is to answer three basic questions, they are: 1- Do products attributes including: the product category characteristics, the price - gap between private label products and national brand products, and marketing promotional efforts the retailers follow help building consumers’ store loyalty through consumers' trust and satisfaction, And 2-Do retailers' attributes including: The retailers market orientation, performing different marketing activities, and the impact of store image help building consumers' store loyalty through consumers' trust and satisfaction, and 3-Do demographic variables create somehow differences for the retailers added values from the consumers perspective (consumers’ store loyalty, consumers trust and satisfaction). Using a systematic random sampling of 400 shoppers, the researcher attempts to draw sample from a more diverse population representing different Egyptian shoppers on different bases. Several types of analysis were used to accomplish the objectives of this study (i.e) validity and reliability, the path analysis method by using the multi- dimensions, linear form to examine the relation that link the different variables according to their natures and descriptions, T. test, one way (ANOVA, Tukey test). A structural model is developed and tested, providing indications that there are direct and indirect effects for products' and retailers' attributes toward the success of private label products. The study also identified the impact of demographic variables on retailers' added values from the consumers perspective. The study concluded with findings discussing managerial implications, and recommendations for future researches that are important for the grocery industry as well as in the research arena.
|
